Brand+2023年全球最有價(jià)值IT服務(wù)品牌25強(qiáng)

BrandFinance

ITServices

25

2023

TheannualreportonthemostvaluableandstrongestITServicesbrands

January2023

Contents.

AboutBrandFinance3

Foreword7

DavidHaigh,Chairman&CEO,BrandFinance

RankingAnalysis9

BrandValue&BrandStrengthAnalysis10

BrandValueRanking16

Insights17

TrendsintheITServicesSectorin202318

LorenzoCoruzzi,AssociateDirector,BrandFinance

BrandSpotlights24

Infosys25

SumitVirmani,CMO,Infosys

TCS28

AbhinavKumar,ChiefMarketing&Communications

Officer-GlobalMarkets,TCS

TechMahindra31

HarshvendraSoin,GlobalChiefPeopleOfficer&Headof

Marketing,TechMahindra

Methodology35

OurServices42

?2023Allrightsreserved.BrandFinancePlc.

BrandFinanceITServices252023/it-services2

AboutBrandFinance.

BrandFinanceistheworld'sleadingbrand

valuationconsultancy.

Webridgethegapbetweenmarketingandfinance

BrandFinancewassetupin1996withtheaimof'bridging

thegapbetweenmarketingandfinance'.Formorethan25

years,wehavehelpedcompaniesandorganisationsofall

typestoconnecttheirbrandstothebottomline.

Wequantifythefinancialvalueofbrands

Weputthousandsoftheworld'sbiggestbrandstothe

testeveryyear.Rankingbrandsacrossallsectorsand

countries,wepublishover100reportsannually.

WeofferauniquecombinationofexpertiseOurteams

haveexperienceacrossawiderangeofdisciplinesfrom

marketingandmarketresearch,tobrandstrategyand

visualidentity,totaxandaccounting.

Weprideourselvesontechnicalcredibility

BrandFinanceisacharteredaccountancyfirmregulated

bytheInstituteofCharteredAccountantsinEnglandand

Wales,andthefirstbrandvaluationconsultancytojointhe

InternationalValuationStandardsCouncil.

Ourexpertshelpedcrafttheinternationallyrecognised

standardsonBrandValuation-ISO10668andBrand

Evaluation-ISO20671.Ourmethodologyhasbeen

certifiedbyglobalindependentauditors-Austrian

Standards-ascompliantwithboth,andreceivedthe

officialapprovaloftheMarketingAccountability

StandardsBoard.

GetinTouch.

Forbusinessenquiries,pleasecontact:

RichardHaigh

/company/brand-financemagingDirector

rd.haigh@

Formediaenquiries,pleasecontact:/brandfinance

MichaelJosem

AssociateCommunicationsDirector

m.josem@

/brandfinance

Forallotherenquiries:

enquiries@

+442073899400/brandfinance

BrandFinanceITServices252023/it-services3

Eachreportincludesexpertrecommendationsfor

[rowingbrandvaluetodriveperformanceand

aaininaabetter

Insight

Strategy

Benchmarking

BrandValuation

SummaryBrand

StrengthTracking

RoyaltyRatesEducation

Costof

CapitalAnalysis

0Communication

Customer

ResearchFindings

Understanding

Competitor

Benchmarking

Brandirectoryistheworld'slargestdatabaseof

currentandhistoricalbrandvalues,providingeasy

accesstoallBrandFinancerankings,reports,

whitepapers,andconsumerresearchpublishedsince

2007.

+Browsethousandsofpublishedbrandvalues

+Trackbrandvalue,strength,andratingacross

publicationsandovertime

+Useinteractivechartstocomparebrandvalues

acrosscountries,sectors,andglobalrankings

+Purchaseandinstantlyunlockpremiumdata,

completebrandrankings,andresearch

Visittofindoutmore.

randFinanceGroup.

BrandFinanceInstitute

BrandFinanceInstituteistheeducationaldivisionof

BrandFinance,whosepurposeistocreateandfoster

aprofessionalenvironmentforknowledge-sharingand

networkingamongpractitionersandexpertsinthe

market.BFIorganisesevents,in-companytraining,and

BrandFinancecorporateeducationalinitiativesaroundtheworld.In

Institutethe

questformarketingexcellenceandwiththepurpose

toequipthebrandvaluationandstrategypractitioners

withthenecessaryskillsandtools,wehavedeveloped

awiderangeofprogrammesandcertificationsin

collaborationwiththemostcovetedbusinessschools,

universitiesandthoughtleadersinthefield.

BrandDialogue

BrandDialogueisapublicrelationsagencydeveloping

communicationsstrategiestocreatedialoguethatdrives

brandvalue.BrandDialoguehasover25yearsofexperience

indeliveringcampaignsdrivenbyresearch,measurement,

andstrategicthinkingforavarietyofclients,withastrong

backgroundingeographicbranding,includingsupporting

nationbrandsandbrandswithageographicalindication(Gl).

BrandDialoguemanagescommunicationsactivitiesacross

BrandFinanceGroup'scompaniesandnetwork.

VI360

VI360isabrandidentitymanagementconsultancy

workingforclientsofallsizesonbrandcompliance,

brandtransition,andbrandidentitymanagement.VI360

providestraightforwardandpracticalbrandmanagement

thatresultsintangiblebenefitsforyourbusiness.

BrandFinanceITServices252023/it-services5

40

count3s31

J7sectors

150,000re＜；n

esPondents

inour7th日

consecuk

/consumer-research

enquiries@

Foreword.

Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowit

contributestotheoverallvalueofthecompany.Thisimportantunderstandingcan

informdecision-makingrelatedtomarketingandbrandingefforts,aswellas

provideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattract

investorsandsecurefinancing,asastrongbrandcanbeavaluableasset.

Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,as

itcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluation

helpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheir

overallbusinessstrategy.

Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,a

DavidHaighstrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsand

Chairman&CEO,establishauniqueidentityinthemarket,whichcanleadtoincreasedcustomer

BrandFinanceloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrong

brandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,

asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityand

trustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,as

employeesmaybemoreattractedtoworkforawell-knownandreputablebrand.

Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageand

helpitweathereconomicdownturnsorindustrydisruptions.

Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstanding

customerperceptionofbrandsacrosstheworldthaneverbefore,withoriginal

researchtakingplaceindozensofjurisdictionsglobally.Thereportyouare

readingisbasedonthisextensiveoriginalresearch,withthefindingsrepresenting

acatalystforfurtherconversations.

Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueof

yourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtothe

conversationandhelpingtobuildamoreprofitablefutureforyourbrand.

BrandFinanceITServices252023/it-services7

Ranking

Analysis.

Post-pandemic

momentum

continuesto

createbrand

valuegainsfor

ITServicesbrands

Accentureismostvaluableandstrongest

ITservicesbrand,valuedatUS$39.9billion

andiITnjfHo*sPyis^|growbrandvalueby2%

toconsolidatetopthreeITservicesbrands

HCLTechbrandvalueup7%;rebrandingto

helpstrengthenthebrandinthenearterm

TechMahindrajumpsfourplacesinranking,

valuerisestoUS$3.5billion

LTIMindtreeisthefastest-growingbrand,

up74.8%followingsuccessfulmerger

NTTDATAbrandintegrationdrives

brandgrowth,up55%

and

withsolidbrandvaluegrowth

+FinnishbrandItalian

brand15；w!entertop25ranking

BrandFinanceITServices252023/it-services9

RankingAnalysis.

ITservicesbrandshavereinventedthemselvesintheThemostvaluableITservices

post-pandemiceconomy,withthesebrandsmakingbrandsintherankinghaveachieved

strategicinvestmentstorepositionthemselvesinthesignificantgrowthinbrandvalue

post-COVIDfuture.ThebrandsintherankingfacedduringthepandemicasITand

highdemandfortheirservicesattheheightofthe

pandemicasglobaltechnologyevolvedandrequiredrelatedserviceshadhighdemandas

digitaltransformationtoaccommodatenewandhybridorganisationsprioritiseddigital

workingmodels.Thesectordealtwithrapidchangestransformation.ITservicesbrands

andprovidedinnovativedigitalsolutionstobrandsarenowfacingweakeningdemands

acrossvarioussectors-butaspandemicrestrictionsandanoverallcautiousoutlookas

reduce,andcustomerbehaviourchanges,brandsinmacroeconomicheadwinds,rising

thissectorareneedingtore-adjust.inflationandgeopoliticaltensions

Ofthe25brandsincludedintheBrandFinanceITmakecompaniesrethinktheir

Services252023ranking,17havegrowninvalue,spendingprioritiesontechnologyin

and8fallen.These25brandshaveanaggregatebrandtheshorttermbutinthelongerterm,

valueofUS$156billion,anincreaseofalmost8%fromthereissubstantialdemandtomove

US$145billionlastyear.awayfromlegacytechnologywhich

isthesilverliningforItservices

Thisgrowthhascomeinthecontextofchangingglobal

geopoliticalconditionswhichhavecreateddifficultiesbrands.

forsomeITServicesbrands,withassociatedpressures

fromregulators,suppliers,staff,andcustomerseachLorenzoCoruzzi

imposingdifferentdemandsonbrands.AssociateDirectorofBrandFinance

BrandFinanceITServices252023/it-services10

RankingAnalysis.

Top10MostValuableITServicesBrands?BrandFinancePlc2023

62971580891710010

NTTDaTaccognizantHCLTechwi|FUJITSU

$8.9bn$8.6bn$6.5bn$$4.3bn

+55%-1%+7%+9%

Accentureisworld'smostvaluableTheprofessionalservicesbrandholdsastrong

andstrongestITservicesbrand,positioninthesectorwithexpertiseindigital,cloud

valuedatUS$39.9billionandsecurity.Accentureisbuildingastrongdigital

ecosystembyformingandnurturingseveralstrategic

Accenture(brandvalueup10%toUS$39.9billion)partnershipswithestablishedbrandsincluding

retainsitspositionasthemostvaluableITservicesGoogleCloud,MicrosoftandMeta.

brandintheworldforthefifthconsecutiveyear.The

brandcontinuestoinnovateinthefieldofinformationTCSandInfosysgrowbrandvalue

technologyservicesandconsulting.by2%toconsolidatetopthreeIT

servicesbrands

Inadditiontocalculatingbrandvalue,BrandFinance

alsodeterminestherelativestrengthofbrandsthroughTCS(brandvalueup2%toUS$17.2billion)isthe

abalancedscorecardofmetricsevaluatingmarketingsecondmostvaluableITservicesbrandintheranking.

investment,stakeholderequity,andbusinessThisyear,TCSdeliveredmanytailoredtransformation

performance.programsasclientsmigratedtovarioushybridworking

methods.Aspartofthis,TCSwasakeyleaderin

CompliantwithISO20671,BrandFinance'sengagingwithnewadvancesinbigdata,artificial

assessmentofstakeholderequityincorporatesoriginalintelligenceandmachinelearningtoserveclients'

marketresearchdatafromover150,000respondentsbusinesses.

in40countriesandacross31sectors.

TCSbrandactivelyinvestsinmanysports

Inadditiontobeingthemostvaluablebrandinthesponsorshipswithakeyfocusonengagingwith

ranking,AccentureisalsothestrongestITservicesprofessionaldecisionmakers.Thisisreflectedin

brandintherankingwithanimpressiveBrandTCS'sponsorshipofmarathonsincitiessuchas

StrengthIndex(BSI)scoreof87.8outof100andaLondon,Boston,Bangalore,andCanberra-cities

correspondingAAAbrandrating.dominatedbyprofessionalservices.

BrandFinanceITServices252023/it-services11

RankingAnalysis.

Top10StrongestITServicesBrands?BrandFinancePlc2023

10l2023244135211

>___

accenturenlbsystcs制l他叫

87.8+0.183.6-1.083.4+0.582.3-0.977.3+4.6

AAAAAA-AAA-AAA-AA+

628707821091610215

/.TECH

3為mahindraGlobantHCLTech@LTIMindtree

77.2+3.677.1+1.177.1+4.276.8-0.176.3+6.4

AA+AA+AA+AA+AA+

Buildingonitsengagementwithsport,TCSisdriving

sustainabilitybyapplyingitstechnologyexpertiseto

createall-electricracecarstobeusedattheFormula

EcompetitionattheE-Prix.

IndianITservicesbrandInfosys(brandvalueup2%to

US$13.0billion)hasconsolidateditspositionamongst

thetopthreemostvaluableITservicesbrandsglobally,

withahighbrandstrengthratingofAAA-

complementingitsbrandvalue.

Atthepeakofthepandemicperiod,manyglobal

brandssoughttooptimisetheiroperationsfordigital

transformationandconsultingtoimprovecustomer

experience-leadingtoaboomforITservices

brands.Infosyswasattheleadofthis,particularly

parlayingtheInfosysbrand'sstrongESGcredentials

andasustainablebusinessmodelandcommitments

toenvironmentalcauses.Thebrandisleadingby

examplebyoperatingcarbonneutrallyforthepast

threeyearsandcontinuestodeliveronthegoals

statedinitsESGVision2030firstpublishedin2020.

Further,Infosyshasformedbrandpartnershipswith

strongsportingbrandssuchastheNewYork

RangersandNewYorkKnickstobroadenits

sponsorshipinvestmentintheUSA.

BrandFinanceITServices252023/it-services12

RankingAnalysis.

HCLTechbrandvalueup7%;recent

brandtransformationtohelp

strengthenthebrandinthenearterm

HCLTech(brandvalueup7%toUS$6.5billion)has

recentlyrebrandedfromHCLTechnologieswithitsnew

positioningthatfocusseson^SuperchargingProgress”.

Thenewlogoandvisualidentityaimtoreflectthebrand's

newpurposeandemployeevalueproposition:Asaresult,

HCLTechisseekingtochangeperceptionsandbuild

awarenessasadigitalpartnerofchoiceforglobal

enterprisesthroughitsdifferentiatedservicesand

products,aswellasbecomeanemployerofchoicefortop

talent.ThenewpurposealsohighlightsHCLTech's

responsibilityandcommitmenttowardinclusivegrowthin

communitieswheretheyoperateandthecentralrolethey

wanttoplaybycreatingasustainableplanetforthe

generationstocome.HCLTech*sbrandvaluationriseis

thehighestamongthefourmajorIndia-basedtechnology

firmsthatplacedinthetop10ITServicescategory.

HCLisalsobuildingperceptionsonsustainabilityinthe

ITservicessector.Thisyear,thebrandannouncedits

firstsustainability-focussedsolutioncalled'NetZero

IntelligentOperations).Astheimportanceof

sustainabilityisincreasingacrosstheboard,HCLTech

isincreasinglybeingrecognisedforitsprioritisationas

apartofitsbusinessmodel.HCLTech'snewservice

offeringaimstohelpitsclientstoachievenet-zero

emissionsbyallowingorganisationstoassessenergy

efficiencydatainrealtimewiththeaimtoreduce

energyconsumption.

AspartofitsNXT.NOW?framework,TechMahindra

TechMahindrajumpsfourplacescontinuestoinvestinandcollaborateonemerging

inranking,valuerisestoUS$3.5technologyinnovationslikeartificialintelligence(Al),

billionblockchain,Web3,themetaversetoenablesustainable

transformationacrossindustries.Someofthebrand's

TechMahindra(brandvalueup15%toUS$3.5billion)long-standingpartnershipsareintheareasof5G,

isoneofthefastest-growingbrandsintheBrandnetworkmodernization,cloud,cybersecuritywith

FinanceITServices252023ranking,improvingitsgloballeaderslikeGoogle,Microsoft,Cisco.The

rankingbyfourpositionsthisyear.ItsbrandvaluehasbrandhaspartneredwithIQMQuantumComputers,

increasedbyapproximately66%sincethebeginningoftheEuropeanleaderinquantumcomputers,tosigna

thepandemic.ThecompanyiswellpositionedMemorandumofUnderstanding(MoU)forresearchin

tofurtherintegratesustainabilitywithdigitalquantumcomputing.

transformation,reflectedbyitsstrongperformancein

thisyear'sranking.Thebrandhas“anintentionallyOvertime,TechMahindrahasevolvedandadapted

diverseandgloballyinclusiveworkforce,"andhasitsmarketingplaybookandbrandactivationtoenable

beenamongstthefewIndiancompaniestobecreativityandefficiencywithsignificanton-ground

includedconsecutivelyinBloomberg'sGender-impact.ArecentpartnershipwithSwimmingAustralia

EqualityIndex(GEI).hasstrengtheneditspositioninAustralasia.

BrandFinanceITServices252023/it-services13

RankingAnalysis.

BrandValueChange2022-2023(%)technologiesandtalentandhelpingLTIMindtreelook

tobecomeamajorplayerintheindustryandfurther

buildonitsbrandvalueandstrength.

NTTDATAbrandcombination

drivesbrandgrowth,up55%

Japan'sNTTDATA(brandvalueup55%toUS$8.9

billion)isthesecondfastest-growingITservicesbrand

thisyear,asaresultofNTTLt.andNTTDATA

formallyintegratingitsofferingsundertheNTTDATA

brandtoaccelerateglobalITmodernizationanddigital

transformation.Thisisanewbeginningforthebrand

thatlookstoaccelerategrowthoutsideofJapanand

furtherincreaseitsdiversedigitalservicesand

applicationofferingtoclients.

Atos(brandvaluedown36%toUS$2.1billion)is

thefastestfallingbrandintheranking,experiencing

weakerbusinessoutcomesandprojectedoutlook

thantheindustryaverage.

Thebrand'slong-termassociationwithMahindraAtos,datacenterandbusinessprocessoutsourcing

Racinghasenabledthelaunchofthefirst-of-itskind(BPO)divisionshavebeensignificantlyimpactedby

greenautomotivesolutionsfortheABBFIAFormulalargenumbersofcustomersmovingtothecloud,

EWorldChampionshipthatincludesadvancedseeinganoverallshrinkingofAtos*influencewithin

eRacetrackanalyticsplatform,liveanalytics,windthemarket.

tunnelsimulations,andAl-basedsystems.Thebrand

isalsofocusedondrivingmeaningful,data-driven

conversationsacrosstheC-suiteaudience,andruns

severalcurated,award-winningthoughtleadership

programswithpartners.Thesecollaborations

havebeenpivotalforTechMahindraindeepening

relationships,encouragingdialogue,andinfluencing

thewayforwardforleadersanddecision-makers.

LTIMindtreeisthefastest-growing

brand,up74.8%following

successfulmerger

LTIMindtree(brandvalueup75%toU