TCS,Wipro,Infosys Start Branding themselves

Business Standard reports that India's software factories have finally realized the importance of branding and marketing themselves to t...

Business Standard reports that India's software factories have finally realized the importance of branding and marketing themselves to the world.I had always been amazed at how little branding do these companies engage in compared with a Accenture or a IBM . Branding means applying a trade name to a product or service. It also refers to developing awareness of the name.You will always associate Accenture with "Go on be a Tiger" and Tiger Woods that is successful branding for Services company. Only when they are able to brand themselves can a company move up the value chain and gain higher margin on revenues.
Currently, investments in branding initiatives are less than one per cent of their revenue budgets however they have doubled in recent times.
Sudin Apte, senior analyst and country head, Forrester Research, says that“There is a myopic view about marketing. We believe firms need basic, fundamental marketing like segmenting, tagging, articulating the message and differentiation, specialisation and a clear account strategy. Visibility and change in recall (or image) is the key. But that issue is more important for top firms. For the rest, basic marketing is what’s needed,” .
“Earlier, we based our marketing on influences and guidance from advisory firms like McKinsey or Gartner, or we banked on past record. Now, branding has become important, as only the top five global IT companies will be recognised,’’ explains Jessie Paul, chief marketing officer, Wipro Technologies. “We want to showcase our uniqueness and be known as a global company.”
Wipro & Infosys have also claimed to have increased branding expense but for now Check out TCS. TCS has launched its global branding exercise "experience uncertainty" and here is the video ( the article in Business Standard here)
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