> **来源：[研报客](https://pc.yanbaoke.cn)** # IT Services # 25 # 2026 The annual report on the most valuable and strongest IT services brands # About Brand Finance Bridging the gap between Marketing and Finance Brand Finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. For more than 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line. Quantifying the financial value of brands We put thousands of the world's biggest brands to the test every year. Ranking brands across all sectors and countries, we publish over 100 reports annually. Unique combination of expertise Our teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting. Priding ourselves on technical credibility Brand Finance, a chartered accounting firm regulated by the Institute of Chartered Accountants in England and Wales, is the first brand valuation consultancy to join the International Valuation Standards Council. Our experts crafted standards (ISO 10668 and ISO 20671) and our methodology, certified by Austrian Standards, is officially approved by the Marketing Accountability Standards Board. The world's leading brand valuation consultancy For business enquiries, please contact: enquiries@brandfinance.com For media enquiries, please contact: press@brandfinance.com +44 207 389 9400 www.brandfinance.com # Contents # Foreword 5 David Haigh, Chairman & CEO, Brand Finance # Sector Overview 6 # Valuation Analysis 8 Most Valuable IT Services Brands 2026 9 Fastest Growing Brand Value (2025-2026): 11 Persistent Systems Brand to Watch: Genpact 12 # Brand Strength Analysis 13 # Brand Spotlights 16 Genpact 17 Caitlin Blewett, Chief Marketing Officer Infosys 20 Sumit Virmani, Chief Marketing Officer Persistent Systems 23 Sandeep Kalra, Executive Director and Chief Executive Officer Tech Mahindra 26 Peeyush Dubey, Chief Marketing Officer # Insight 29 How brands can win hearts and minds in the AI era 30 Lorenzo Coruzzi, Valuation Director, Brand Finance # Brand Value Ranking (USDm) 33 # Methodology 34 # Our Services 44 # Global IT Services sector records steady growth in 2026 as dominant players continue to lead ranking + accenture maintains its position as the most valuable IT Services brand for eighth year running + TCS maintains second place and achieves AAA brand strength rating for the first time +Infosys is the fastest-growing IT Services brand over the past 6 years with $15\%$ brand value CAGR + Persistent Systems is the fastest-growing IT Services brand in 2026 + Genpact emerges as a brand to watch following AI-led rebrand # Foreword David Haigh Chairman & CEO, Brand Finance This year marks Brand Finance's $30^{\text{th}}$ anniversary. Throughout our history as a company, there has been one enduring truism: brands operate in a world shaped by continual change. Rapid advancements in AI, geopolitical fragmentation, economic uncertainty, and rising expectations of corporate behaviour have all placed new pressures on organisations. While the challenges have evolved, the importance of building and maintaining brand strength has remained constant. Looking back to 1996, the global brand landscape was dominated by traditional consumer names. Since then, the rise of technology and digital services, the move from products to ecosystems, the increasing prominence of B2B brands, and the growth of place branding have fundamentally reshaped how value is created. Today, the commercial contribution of a strong brand is well recognised. It drives demand, supports premium pricing, attracts and retains talent, increases resilience during uncertainty, and provides confidence to investors. Despite this awareness, many organisations still struggle to quantify brand value or explain its role in business performance. This lack of clarity often creates a gap between marketing ambition and financial decision-making, limiting the ability to invest for the long term. At Brand Finance, our mission for 30 years has been to close that gap. By bringing together robust valuation methodologies and in-depth research, we help leaders understand the financial impact of their brand and make better-informed decisions. Whether you are looking to strengthen brand performance, evaluate marketing investment, support a transaction, or bring greater alignment across your organisation, our team is here to help. As you explore this year's findings, I encourage you to consider how the insights can support clearer decision-making within your organisation. Strong brands are built through informed choices and consistent investment, and our team is ready to help you translate the data into practical next steps for your strategy. # Sector # Overview # Sector Overview The IT Services sector enters 2026 in a period of measured stability alongside significant structural changes. Following years of market volatility and slowed corporate spending in late 2023 and 2024 driven by macroeconomic pressures, the rapid demand and adoption of artificial intelligence (AI) has put the world's leading IT services brands in a unique position. While overall sector growth is subdued, with the total brand value of the world's 25 most valuable IT Services brand recording a $2\%$ increase from 2025, leading brands can still unlock opportunity if they adapt faster than the technologies they deploy. Although AI has been a top priority for business leaders, it has advanced faster than most organisations' ability to operationalise it. As a result, doubts remain about its real impact, with a persistent gap between AI's promise and the benefits realised in practice. This mismatch has exposed gaps in governance, talent, and integration capabilities. Demand for AI remains high, but many organisations still struggle to embed it effectively into their operations. Consequently, the sector has evolved beyond technology delivery alone, as it now plays a key role in enabling transformation at speed. Brands which use AI to improve their own delivery models, not just sell it, stand out as leaders. In the 2026 IT Services brand ranking, the U.S. retains its leading position, representing more than $42\%$ of total brand value across the top 25 brands. India follows in second, accounting for over $36\%$ of the table's total brand value. Both markets recorded only marginal growth of $3\%$ since 2025, highlighting the sector's current stability while reinforcing the need for brands to actively pursue new sources of brand value and strength growth. Looking ahead, in 2026, the most valuable IT services brands will concentrate on more than technological capability alone. In an AI-driven, high-stakes decision environment, brands that win will be those that will be able to combine proven delivery at scale with credibility, strong relationships, and responsible leadership to reassure IT decision-makers facing increasing operational, reputational, and personal risk. # Valuation Analysis + Most Valuable IT Services Brands 2026 + Fastest Growing Brand Value (2025-2026): Persistent Systems + Brand to Watch: Genpact # Most Valuable IT Services Brands 2026 The collective brand value of the world's top 25 IT services brands stands at USD167.2 billion in 2026. 18 of the top 25 brands have recorded an increase in brand value, highlighting the continued importance of IT services amid ongoing digital change. There is minimal movement in the top 10 from 2025, reflecting the ongoing leadership and stability of the leading brands. accenture maintains its position as the world's most valuable IT Services brand for the eighth consecutive year, with a $2\%$ increase in brand value to USD42.3 billion in 2026. accenture's growth is driven by its sustained strategic focus on AI and digital transformation, deep client relationships, and broad-based expansion across its key regions. With a brand value of USD21.2 billion, TCS is the world's second most valuable IT Services brand for the fifth year in a row. with approximately US$30 billion in annual revenue, tcs is solidifying its status as one of the largest global IT services players. AI, cloud and cybersecurity have been the main growth engines, with TCS launching new AI labs, centres of excellence and delivery centres to support these services. TCS's marathon sponsorships have also played a significant role in strengthening its brand value and sector leadership, enhancing awareness, trust, and a distinctive positioning around technology-led wellness and community impact. Through partnerships with iconic events such as the New York City, London, Boston, Chicago, and Sydney marathons, TCS has gained year-round visibility in key client markets that a B2B IT services firm would normally struggle to access at scale. Infosys (brand value USD16.4 billion) is once again the world's third most valuable IT Services brand and the fastest growing IT Services brand over the past 6 years, with a brand value CAGR of $15\%$ . Infosys has continued to see strong demand across AI, cloud, and digital transformation services, alongside several large deal wins. Activity has been underpinned by continued expansion in key markets, including Europe and India, reflecting sustained client engagement in priority growth areas. © Brand Finance Plc. 2026 Top 10 Most Valuable IT Services Brands 2026 IBM Consulting (brand value up $8\%$ to USD11.0 billion) remains in fourth place, ahead of NTT DATA (brand value up $7\%$ to USD10.7 billion), Capgemini (brand value up $6\%$ to USD10.5 billion), and Cognizant (brand value up $6\%$ to USD9.6 billion), ranked sixth and through seventh. These brands recorded the strongest brand value growth since 2025 among the top 10, highlighting the importance of engineering depth and data discipline as key for leadership. At IBM Consulting, the late-2025 launch of watsonx AgentOps, alongside its deep integration with Red Hat OpenShift, has resonated with clients seeking robust, well-governed AI frameworks. NTT DATA's performance reflects sustained investment in AI, generative AI, cloud modernisation, and data-centre capabilities, underscoring a clear strategic emphasis on next-generation technologies. This investment-led approach positions the company well to benefit from accelerating demand for digital transformation and AI-enabled services. The recent establishment of a Silicon Valley-based company to drive group-wide expansion of its AI business represents the latest initiative supporting the brand's transition into its next phase of growth. The year also marked the introduction of a renewed brand identity, with the adoption of the dynamic loop across existing brand names, further strengthening the global identity of the NTT Group. This evolution ensures a consistent visual identity across the entire NTT family of companies and enhances alignment with the Group's core values: acting with integrity, building trust, and creating connections. Capgemini and Cognizant's brand value growth, by contrast, are driven by targeted investments in generative AI and intelligent operations. Capgemini's acquisition of WNS in October 2025 and Cognizant's "AI builder" strategy have translated into tangible revenue and margin improvements, ultimately building brand value. HCLTech (brand value up $1\%$ to USD9.0 billion) and Wipro (brand value up $4\%$ to USD6.3 billion) each maintain their positions from 2025, ranked eighth and ninth. Canada's CGI has overtaken Japan's Fujitsu (IT Services) following an $8\%$ increase in brand value to USD4.3 billion. This marks the first time CGI has emerged among the top 10 most valuable IT Services brands. # Fastest Growing Brand Value (2025-2026) Persistent Systems Persistent Systems enters the Brand Finance IT Services 25 ranking for the first time in 2026, debuting in $22^{\text{nd}}$ place with a brand value of USD989 million following a $22\%$ increase from 2025. As a fast-growing technology services brand, Persistent Systems' growing brand value is underpinned by sustained, broad-based revenue growth and its ability to leverage hyperscaler partnerships and digital engineering expertise to secure AI-led transformation mandates. This momentum has been supported by an AI-led, platform-driven services framework, strong performance across focus verticals such as BFSI, healthcare, and hi-tech, and increasing deal activity that provides visibility into future growth, reinforcing the brand's emerging position in AI-led digital engineering. Persistent Systems has also recorded an improvement in its Brand Strength Index (BSI), becoming the $12^{\text{th}}$ Strongest IT Brand in the world. This reflects continued strength across key brand metrics, particularly price acceptance and recommendation from clients, employees, and investors, with solid performance in both India and the U.S., supporting the brand's growing credibility in its core markets. Persistent Systems Brand Value Trend Line | 2020-2026 (USDm) © Brand Finance Plc. 2026 # Brand to Watch Genpact Genpact has emerged as a 'brand to watch' in the 2026 IT Services ranking, following double digit (16% increase) in brand value to USD1.5 billion. This growth in brand value is rooted in a global rebrand that reflects GenpactNext, the company's growth strategy centered on agentic and advanced technology solutions. The rebrand is anchored in Genpact's brand essence: "on it" - core to Genpact's culture and reflecting the brand's commitment to act decisively, challenge assumptions, and deliver exponential value. Genpact's continuous investment and expansion of their category-defining agentic and advanced technology solutions positions the company favorably for long-term brand growth. # Brand Strength Analysis # Brand Strength Analysis accenture is the world's strongest IT Services brand for the second year in a row, with a Brand Strength Index (BSI) score of 90.7 out of 100 and an equivalent AAA+ brand strength rating – the highest rating awarded by Brand Finance. accenture's enhanced brand strength is largely driven by gains in familiarity and consideration within Brand Finance's research, alongside notable improvements in price acceptance and overall brand appeal. This rising recognition and trust are closely linked to accenture's continued leadership in AI, underscored by several billion dollars in generative AI bookings and sustained, large-scale investment across AI, data, and cloud capabilities. IBM Consulting is the second-strongest IT Services brand globally, with a BSI score of 90.3 out of 100. The uplift is underpinned by exceptional scores in brand familiarity, consideration, and price acceptance, highlighting IBM's strong market presence and its ability to command confidence and premium value among customers. # Global Top 10 © Brand Finance Plc. 2026 # Strongest IT Services Brands 2026 <table><tr><td>#1</td><td>accenture</td><td>accenture</td><td>90.7</td></tr><tr><td>#2</td><td>IBM</td><td>IBM Consulting</td><td>90.3</td></tr><tr><td>#3</td><td>Infosys</td><td>Infosys</td><td>86.8</td></tr><tr><td>#4</td><td>TAYA CONSULTANCY SERVICES</td><td>TCS</td><td>84.6</td></tr><tr><td>#5</td><td>Capgemini</td><td>Capgemini</td><td>83.7</td></tr><tr><td>#6</td><td>cognizant</td><td>Cognizant</td><td>82.2</td></tr><tr><td>#7</td><td>HCLTech</td><td>HCLTech</td><td>79.7</td></tr><tr><td>#8</td><td>Globant</td><td>Globant</td><td>79.7</td></tr><tr><td>#9</td><td>TECH mahindra</td><td>Tech Mahindra</td><td>78.1</td></tr><tr><td>#10</td><td>wipro</td><td>Wipro</td><td>78.1</td></tr></table> # accenture Brand Strength Attributes Heat Map © Brand Finance Plc. 2026 Weaker performance Stronger performance <table><tr><td colspan="2">Factor</td><td>Europe</td><td>North America</td><td>ROW</td></tr><tr><td rowspan="3">Brand Perceptions</td><td>Knowledge</td><td>●</td><td>●</td><td>●</td></tr><tr><td>Credibility</td><td>●</td><td>●</td><td>●</td></tr><tr><td>Appeal</td><td>●</td><td>●</td><td>●</td></tr><tr><td rowspan="3">Customer Behaviours</td><td>Choice Propensity</td><td>●</td><td>●</td><td>●</td></tr><tr><td>Advocacy</td><td>●</td><td>●</td><td>●</td></tr><tr><td>Price Acceptance</td><td>●</td><td>●</td><td>●</td></tr></table> Infosys, with a BSI score of 86.8 out of 100 is the world's third strongest IT Services brand.Infosys' enhanced brand strength is driven by increases in familiarity as well as rises in brand consideration, preference, price acceptance and recommendation, according to Brand Finance's research. TCS retains fourth place, scoring 84.6/100. 2026 marks TCS' first ever AAA brand strength rating, reflecting a brand that combines global scale and deep-rooted trust. TCS scores strongly across several key metrics, with exceptional scores for admiration and reliability, underscoring its reputation as a trusted and dependable partner. TCS also performs strongly in consideration and recommendation, highlighting both its market relevance and its ability to sustain long-term client confidence. Behind TCS, there have been some shifts in the top 10. Capgemini replaces Cognizant to take fifth place, while Cognizant drops to sixth. HCLTech has climbed one rank to seventh position retaining its AAA- status. Wipro enters the list of the top 10 strongest brands in $10^{\text{th}}$ position, with a BSI of 78.1/100. # Brand Spotlights # genpact Brand Value 18 USD1.5 bn +15.6% Brand Strength 15 BSI 75.0 +0.4 # Brand Spotlight Genpact Caitlin Blewett Chief Marketing Officer, Genpact # What are the defining moments or milestones in building and strengthening the Genpact brand? There were two defining moments in driving the Genpact brand forward. + A new company strategy. In 2025, we introduced GenpactNext, our growth strategy that builds on our core business services and accelerates our pivot to advanced technologies. Further, we crystalised our vision to become a global leader in Agentic and Advanced Technology Solutions. As our business pivoted, our brand needed to reflect GenpactNext and drive growth. + Fresh data and Insights. Taking a data driven approach, we commissioned Brand Finance to help us better understand how our key audiences – clients, prospects, employees, and influencers – perceive our brand. The data told us that we needed to create higher brand familiarity to drive consideration and create demand. The combination of data and insights helped inform a new brand strategy and inspire a global rebrand. Our rebrand comprised of new brand messaging, a first of its kind visual identity – created with AI at its core, a substantially different tone of voice and an entirely new digital presence – from Genpact.com to social media. We also introduced our new brand essence – on it – more than just a tagline, but core to Genpact's culture reflecting our commitment to act decisively, challenge assumptions, and deliver exponential value. Our global rebrand was unveiled at the New York Stock Exchange in September 2025, marking a new era for Genpact and our clients. Our strategic evolution is being validated by industry analysts and advisors including HfS, Everest, Gartner, ISG, and Forrester. Genpact has achieved leader rankings across industries and capabilities. Further, our NPS data reveals that $81\%$ of our clients believe that Genpact is now more visible and memorable when compared to competitors. Our entry into Brand Finance's global IT Services Top 25 for the first time in 2025 validated our repositioning and market impact. The latest report shows double digit growth (16% increase) in our brand value, underscoring the importance of the brand and business being symbiotic. # How does Genpact involve employees in contributing to and aligning with the brand's values and goals? At Genpact, our culture is our foundation. To involve all employees in our global rebrand, we established a robust multi-channel employee engagement program to drive awareness, understanding, and build confidence in our strategy. Further, we tapped into our culture of continuous learning and provided training anchored in AI and advanced technologies to keep Genpact employees ahead of the curve. With a client centric mindset and a startup mentality, our leaders do not hesitate to roll up their sleeves, stay hungry, and act with ownership. Our pride in our culture is validated with multiple awards, such as from Forbes as one of the World's Best Employers for three consecutive years. Ultimately, on it - our brand essence is an active demonstration of our culture, which empowers every employee to be a brand ambassador –owning the change and being the change. # What do you envision as the key industry advancements, and how will Genpact keep pace and drive them forward? The key industry advancements lie in the adoption of agentic and AI technologies in practical ways that drive growth and create value. However, most importantly, the next chapter will require companies to partner with those who not only understand these technologies but also know how businesses operate inside out. Genpact's edge lies in deep process intelligence coupled with AI – unlocking growth, and value for our clients. We can see our unique play in this space recognised through partner awards such as the Salesforce partner innovation awards for Consumer Goods 2025 and Celonis® Game Changer Partner of the Year for 2025. What sets us apart is our ability to deliver outcomes on a brand foundation that is bold, confident and trusted. Continued recognition in independent rankings, such as Brand Finance's IT Services 25, reinforces our credibility and signals our commitment to shaping the future of business. # Infosys Brand Value #3 = USD16.4 bn +0.5% Brand Strength #3 = BSI 86.8 +1.0 # Brand SpotlightInfosys Sumit Virmani Chief Marketing Officer, Infosys # How does Infosys stand out in an AI-driven landscape? In this new world, AI is fundamentally reshaping how we trust, work, and make decisions. And with individual expectations shifting, what has also rapidly evolved is the new normal for businesses globally. From simply implementing AI, to navigating across Gen AI, agentic AI, and whatever comes next, it is critical to do so responsibly, at scale, and in ways that truly amplify human potential. That is whereInfosys anchors its purpose: to amplify human potential and create the next opportunity for people, businesses, and communities. As an organisation that has navigated multiple technology shifts, across decades, this is what we have learned in the process. In the world of swiftly evolving AI, competitive advantage lies in an organisation's ability to scale intelligence while deepening trust. Responsible AI, therefore, will be the foundation of this evolution. And we are at the forefront of it, having built transparency, governance, intelligence, and cultural context into how AI is designed and deployed. Having worked with organisations across the spectrum, we have also learned to prioritize value discovery across ecosystems. We deeply understand our clients' domain and technology environments and are well positioned to identify opportunities that transform processes and workflows to deliver innovation and accelerate value realization. As an AI-first organisation that has now embraced this technology at scale, we have deep capabilities and a portfolio of solutions to drive global enterprise transformation.Infosys Cobalt strengthens cloud resilience,Infosys Topaz brings agentic intelligence to life, andInfosys Aster helps redefine experience, at every touchpoint. Technology is rapidly becoming the core foundation of every brand and every business, across industries, and the most differentiated brands will be the ones that accelerate technology-powered transformation, at scale. # How do sponsorships reinforce Infosys' brand strategy? Our sponsorships and media partnerships serve as channels for brand amplification, showcasing innovation, and customer engagement. Take our longstanding association with global tennis, for instance, where we are now connecting with a billion-plus fans worldwide, enabling them to experience the sport like never before. Powered byInfosys Topaz andInfosys Aster, we deliver real-time analytics, democratize video insights, and create immersive fan experiences across some of the world's largest tennis platforms such as Roland-Garros, ATP, and the Australian Open. Our technological innovations have enabled 6.9 billion digital impressions, 1.3 billion broadcast and OTT views, and engaged millions through immersive AI-powered experiences. TheInfosys Match Centre has drawn over 20 million fans around the world. While these platforms have elevated global recognition for the brand, they have also transformed the sport with cutting-edge technologies and fan-facing innovation, engaging global audiences at scale. As part of our media portfolio of sponsorships, the brand has collaborated with the FT to deliver creative and immersive journalism on issues that matter. We also co-created the FT Money Machine, reviving an important piece of economic history, while making learning about complexities of economic systems both accessible and engaging. With Economist Impact, we launched The Sustainability Atlas, an efficient way to understand the sustainability landscape in different geographies around the world. Put simply, these partnerships elevate brand reach and help us demonstrate the power of tech to reimagine experiences and business value, at scale. # Which trends are shaping the IT Services sector, and how is Infosys responding? As the enterprise growth story passes through the current realm of agentic AI, global enterprises are evolving from small-scale experimentation to reimagining the enterprise fabric. This transformation is fundamentally about business value extraction at scale, moving AI from promising pilots to measurable outcomes that reshape enterprise economics and competitive positioning. What is making this evolution real is a combination of technology maturity, the rise of contextual models, as well as a culture and workforce strategy evolution - all happening seamlessly and simultaneously. AtInfosys, we are at the forefront of shaping this transformation, as a leading AI value creator for global enterprises. Domain expertise, technological innovation, workforce reimagination, and ecosystem orchestration are at the heart of this promise. Trust, we believe, will continue to be the core foundation for brands in an AI era. As regulations tighten and governance expectations rise, differentiation will belong to those who can move fast and do so responsibly. Our Responsible AI expertise and governance frameworks will enable brands to turn compliance into confidence, allowing businesses to innovate boldly while staying grounded in their purpose. In an environment that is evolving rapidly, true differentiation in technology lies in how it empowers people, businesses, and communities to navigate their next.Infosys is well positioned to accelerate this journey for global enterprises. # Persistent Systems Persistent Brand Value #22 USD1.0 bn +22.0% Brand Strength 12 New BSI 75.8 +1.0 # Brand Spotlight Persistent Systems # Sandeep Kalra Executive Director and Chief Executive Officer, Persistent Systems # What would you consider as the defining moment or milestone in building and strengthening the Persistent Systems brand? Persistent's brand has evolved through deliberate inflection points where founder's intent, strategic clarity, and disciplined execution converged. From inception, Anand Deshpande set a clear brand promise: solving complex business problems through high-quality engineering. Early emphasis on deep engineering expertise, product-centric thinking, and long-term customer relationships established Persistent's DNA and differentiated it in a crowded IT services market. A major milestone was repositioning Persistent from a digital engineering and outsourced product development firm to an enterprise transformation partner. By sharpening industry focus, investing in repeatable platforms, and adopting an outcome-driven engagement model, we elevated relevance in large-scale transformation programmes. More recently, we pivoted to an AI-led, platform-driven services strategy, embedding AI into delivery models, platforms, and operations. This enabled scalable innovation, consistent outcomes, and strengthened our positioning as a partner that operationalises AI at enterprise scale rather than piloting it. Persistent has also evolved into an ecosystem orchestrator, convening hyperscalers, technology partners, startups, and advisory firms to deliver integrated solutions. Crossing the USD1 billion revenue mark in FY23, one year ahead of plan, validated these pivots, demonstrating scale, credibility, and execution capability. Equally important, brand strength is cultivated from within: inclusive Employee Stock Ownership Plan(ESOP) programmes, Persistent University, and AI readiness initiatives have built a culture of ownership, ensuring that clients experience our brand through empowered teams. # Collaboration and partnerships have become crucial elements in today's interconnected world. How has Persistent Systems fostered strategic alliances, and what role have these partnerships played in driving brand value growth? Partnerships are a core pillar of Persistent's growth. We moved from participating in ecosystems to orchestrating them, integrating hyperscalers, technology providers, domain specialists, and advisory firms to deliver cohesive transformation programmes. These collaborations amplify scale, accelerate innovation, and expand our addressable market. Hyperscaler partnerships underpin our AI-led, platform-driven strategy, enabling joint solution development, co-innovation, and faster client outcomes. Collaborations with advisory firms support complex, multi-year transformations, combining strategic insight with execution rigor. Private Equity and portfolio-led partnerships provide repeatable, portfolio-wide programmes, reinforcing Persistent's reputation as a strategic enabler of outcome-driven change. Collectively, these partnerships have strengthened our brand credibility, increased deal velocity, and positioned Persistent as a trusted orchestrator of enterprise-scale transformations. # How has the company adapted to emerging trends and technologies, and how has this influenced Persistent Systems' brand positioning in the market? Persistent anticipates shifts early, investing ahead of demand and operationalising change at scale. We transitioned from capability-led to outcome-led engagement by deepening vertical expertise and building micro-verticals around business problems. End-to-end ownership models, including Large Deals and Private Equity channels, enabled predictable scaling and reinforced full-lifecycle transformation capabilities. Targeted acquisitions in cloud, data, BFSI, and AI, combined with Persistent University's reskilling programmes, expanded delivery depth and AI readiness. Embedding AI into platforms and delivery - becoming "customer zero" for our own AI vision - allowed clients to scale from experimentation to production adoption. External recognition, from hyperscaler showcases to analyst endorsements including Gartner, Everest Group, and ISG, validates Persistent's strengths in digital engineering, cloud modernisation, and AI-led transformation. These affirm our market perception as a credible, AI-led enterprise transformation partner. # Social responsibility and sustainable practices are increasingly important to stakeholders. How has Persistent Systems integrated sustainability initiatives into its brand strategy? Sustainability is embedded in Persistent's growth model. Carbon neutrality for Scope 1 and 2 emissions, commitment to SBTi-approved net-zero by 2050, renewable energy adoption, and circularity initiatives demonstrate our environmental accountability. Social impact is delivered through inclusive workplaces, diversity goals, upskilling programmes, and structured community engagement. The Persistent Foundation extends support beyond India to the U.S., working with non-profits in education, veterans' support, animal welfare, and vulnerable populations. Strong governance, global reporting standards, and third-party assurance reinforce transparency and trust. Collectively, these initiatives strengthen brand credibility and ensure that innovation and responsibility scale together. # What are the key trends you envisage in the AI-driven IT services industry over the next three years, and how can brands navigate or capitalise on those? AI is transforming IT services from incremental technology to core enterprise infrastructure. Enterprises expect AI embedded in processes with reliability, security, and measurable outcomes. Partners must operationalise AI at scale, taking end-to-end accountability from strategy to optimisation. Agentic and autonomous AI delivery models will redefine productivity, operating models, and execution speed, while responsible AI, data modernisation, and governance will become critical trust anchors. Talent readiness – reskilling, adaptability, and ownership – will be as decisive as technology itself. Brands that combine AI-led platforms, ecosystem orchestration, governance, and a culture of ownership will emerge as leaders. Persistent's focus on these pillars positions it to simplify complexity, deliver consistent outcomes, and sustain market credibility in an AI-driven enterprise landscape. # Tech Mahindra TECH mahindra Brand Value 12 = USD3.4 bn +0.1% Brand Strength #9 BSI 78.1 +0.8 # Brand Spotlight Tech Mahindra Peeyush Dubey Chief Marketing Officer, Tech Mahindra # What would you consider as the defining moments or milestones in building and strengthening the Tech Mahindra brand? Our journey has been one of purposeful evolution. When I joined Tech Mahindra two years ago, our first milestone was developing a strategic narrative. We had couple of taglines that did not accurately represent the current reality of Tech Mahindra and our ambitions. Through conversations with our customers, we found that many believed they had to choose between the scale of a global systems integrator and the agility of a boutique disruptor - but not both. We found that Tech Mahindra's unique position allowed us to collapse this trade-off. The strategic narrative we then developed, was "Scale at Speed". This wasn't just a tagline - it was a brand promise shaped by deep listening to our clients, and it has resonated strongly with our customers. The second defining moment was unifying our global marketing under a single leader for the first time. We shifted from geography-based operations to a centralised, KPI-driven team focused on four pillars: brand awareness and perception, demand generation with Global 2000 companies, expanding existing relationships, and large-deal marketing. This shift enabled us to operate with the precision and agility of a challenger brand. The third milestone was our brand refresh in October 2025, marking our $39^{\text{th}}$ anniversary. We introduced the distinctive "lozenge" symbol, which is a dynamic interpretation of the Mahindra Group's iconic "Rise" beam. We also built a clear brand architecture across our portfolio and a new brand voice that reflects who we are today. This was an evolution, not a revolution - honouring our heritage while sharpening our competitive edge for the AI era. # How has the company adapted to emerging trends and technologies, and how has this influenced Tech Mahindra's brand positioning in the market? Tech Mahindra was one of the first IT Services firms to realise the importance of AI and make strategic investments. Today, those investments are paying dividends. Project Indus, our foundational model for Indic languages, has paved the way for sovereign AI implementations. Tech Mahindra is also involved in the IndiaAI Mission, focused on building domestic AI models. Our NVIDIA-powered TechM Orion platform enables enterprises to deploy autonomous AI agents at scale, with over 200 pre-built agents. In recognition of this leadership, Gartner recently named us an Emerging Leader in the 2025 Gartner Emerging Market Quadrant Innovation Guide for GenAI Consulting and Implementation Services. This technology leadership has directly influenced our brand positioning through our "AI Delivered Right" strategy for our AI business. While many organisations remain stuck in proof-of-concept mode, we are positioned as the partner that helps enterprises move from pilot to production. "Scale at Speed" is perfectly aligned with what organisations need most, which is the ability to move beyond experimentation quickly and deploy AI responsibly, at scale. # What are the key trends you envisage as being the most important in the IT Services industry over the next three years and how can brands navigate or capitalise on those? Three trends will define the next chapter. First, the shift from AI experimentation to AI orchestration. The conversation is moving beyond "can we use AI?" to "how do we integrate AI across the business?" A connected trend is outcome-based pricing for AI agents. Tech Mahindra's "Vector Squads" bring humans and AI agents together as structured delivery teams, while "Service Tokens" convert outcomes into transparent, productised units - enabling customers to scale AI with clarity and ROI focus. Secondly, the democratisation of technology through ecosystem partnerships. Our hyperscaler partnerships with AWS, Microsoft, Google Cloud, NVIDIA, and others are about making cutting-edge capabilities accessible at speed and scale. Brands must position themselves not as vendors, but as orchestrators delivering enterprise solutions across platforms. Third, precision over scale in marketing and engagement. In an era of micro-moments, brands must cut through digital clutter with contextual relevance - from targeting ads in ride-share apps to transforming case studies into short-form, LinkedIn-optimized videos. Innovation today is about being open, staying curious, and moving fast. The brands that will thrive are those that see themselves as both creative technologists and commercial strategists. Marketing must have a seat at the business table, shaping not just how value is communicated, but how it's created and delivered. This is a hugely exciting time for our industry; the convergence of AI, storytelling, and technology offers endless possibilities for those grounded in empathy and powered by agility. # Insight # How brands can win hearts and minds in the AI era Lorenzo Coruzzi Valuation Director, Brand Finance In the rapidly evolving AI era, IT services brands must go beyond technological capability to win the hearts and minds of customers by building strong brand knowledge, credibility, and appeal. This imperative is further intensified by the high-stakes nature of technology decision-making, where IT leaders are personally and professionally accountable for outcomes, and where failed transformations, security incidents, or misjudged AI investments can result in substantial operational, reputational, and career risk. Grounded in marketing science, being well known (for the thing you want to sell), reputable, and admired remains among the most powerful drivers of brand choice and preference. Brand Finance's extensive experience, reinforced by our latest research, confirms the enduring importance of these fundamentals - particularly in a market shaped by rapid technological change, increasing organisational complexity, and heightened scrutiny across the C-suite. The analysis derives from Brand Finance's primary research, conducted among more than 1,000 IT decision-makers globally and evaluating 30 leading IT services brands across a wide range of metrics, including familiarity, reputation, trust, admiration, consideration, preference, price premium, and advocacy. The findings reveal a clear and compelling relationship between brand knowledge, credibility, and appeal, and their influence on consideration and, ultimately, brand preference. # Drivers of reputation and admiration Using statistical analysis, we identified the key factors driving reputation (credibility) and admiration (appeal) among IT services brands, revealing an important distinction between how these two dimensions are built. Reputation is most strongly driven by perceptions of global scale and recognised capability, with global brand presence emerging as the single most influential factor, followed by deep expertise in AI. This reflects a fundamental concern among IT leaders: the need for delivery certainty at scale. When technology decisions can determine business continuity, regulatory exposure, or executive credibility, buyers gravitate towards brands that signal proven execution, resilience, and the ability to deliver complex programmes without unpleasant surprises, particularly as AI moves from experimentation to business-critical deployment. Admiration, by contrast, is shaped more strongly by relational and trust-based attributes. Being perceived as a trusted partner stands out as the most powerful driver of admiration, significantly outweighing purely technical or commercial factors. This highlights the emotional dimension of B2B decision-making: IT leaders are not only selecting technology, but choosing partners they believe will stand with them when things go wrong, help them navigate internal stakeholder pressure, and protect both organisational outcomes and personal reputations. Supporting this, a strong customer service focus, strong company culture, and commitment to supporting communities and wider society play an increasingly important role in driving admiration than reputation. These attributes help reassure buyers that a provider will act responsibly, transparently, and in the long-term interests of the client, qualities that matter deeply when decisions increasingly involve CEOs, CFOs, CMOs, and risk leaders, not just the CIO alone. Beyond technical capability, these findings point to a broader evolution in client expectations. Organisations are no longer seeking to associate solely with the most advanced or competitively priced providers, but with brands that demonstrate responsible leadership, doing the right things, in the right way, under pressure. Traditional commercial levers such as pricing, product-led positioning, or service-led claims play a relatively limited role in shaping either reputation or admiration. This shift is particularly pronounced in the context of AI. As AI adoption accelerates, the primary concern for many IT leaders is no longer access to the technology itself, but where AI delivers genuine business impact versus where it introduces cost, risk, or reputational exposure without clear return. Trust in how AI is governed, deployed, secured, and integrated across the organisation has therefore become critical. Taken together, these drivers point to an emerging pattern: digital transformation that delivers value for society overall, rather than AI adoption for its own sake. Sustainability, responsibility, and governance are becoming central priorities, reflecting AI's far-reaching economic, social, and environmental impacts. # "I know you, I trust you, I like you": how building on reputation and admiration can sustain growing consideration and preference In our Brand Strength model, familiarity ("I know you"), credibility ("I trust you"), and appeal ("I like you") have been identified and proven to be tightly linked to consideration and preference. This linkage is particularly powerful in IT services, where buyers often make decisions under conditions of uncertainty, time pressure, and personal accountability. When CIOs and technology leaders are required to justify large investments, manage security and resilience risks, and align multiple internal stakeholders, brands that are well known, trusted, and admired enjoy a significant advantage in being shortlisted and ultimately selected. To illustrate the strength of this relationship, we analysed the link between consideration and both reputation (a critical component of trust) and admiration (a critical component of appeal). The results show a strong positive relationship: more reputable and highly admired brands are significantly more considered and preferred. This reinforces a clear conclusion: brands that address the real anxieties facing IT leaders today, by signalling trust, reliability, and responsible leadership, materially improve their chances of winning in the AI era. Consideration and Reputation © Brand Finance Plc 2026 Consideration and Admiration © Brand Finance Plc 2026 # Brand Value Ranking (USDm) Top 25 most valuable IT services brands 1-25 <table><tr><td>2026 Rank</td><td>2025 Rank</td><td>Brand</td><td>Country</td><td>2026 Brand Value</td><td>Brand Value Change</td><td>2025 Brand Value</td><td>2026 Brand Rating</td></tr><tr><td>1</td><td>1</td><td>= accenture</td><td>United States</td><td>42,281</td><td>+1.9%</td><td>41,504</td><td>AAA+</td></tr><tr><td>2</td><td>2</td><td>= TCS</td><td>India</td><td>21,175</td><td>-0.4%</td><td>21,266</td><td>AAA</td></tr><tr><td>3</td><td>3</td><td>=Infosys</td><td>India</td><td>16,413</td><td>+0.5%</td><td>16,338</td><td>AAA</td></tr><tr><td>4</td><td>4</td><td>= IBM Consulting</td><td>United States</td><td>10,983</td><td>+7.7%</td><td>10,197</td><td>AAA+</td></tr><tr><td>5</td><td>5</td><td>= NTT DATA</td><td>Japan</td><td>10,712</td><td>+7.0%</td><td>10,008</td><td>AA+</td></tr><tr><td>6</td><td>6</td><td>= Capgemini</td><td>France</td><td>10,502</td><td>+6.4%</td><td>9,873</td><td>AAA-</td></tr><tr><td>7</td><td>7</td><td>= Cognizant</td><td>United States</td><td>9,584</td><td>+6.2%</td><td>9,021</td><td>AAA-</td></tr><tr><td>8</td><td>8</td><td>= HCLTech</td><td>India</td><td>8,964</td><td>+1.2%</td><td>8,860</td><td>AAA-</td></tr><tr><td>9</td><td>9</td><td>= Wipro</td><td>India</td><td>6,343</td><td>+4.1%</td><td>6,093</td><td>AA+</td></tr><tr><td>10</td><td>11</td><td>▲ CGI</td><td>Canada</td><td>4,313</td><td>+7.6%</td><td>4,006</td><td>AA</td></tr><tr><td>11</td><td>10</td><td>▼ Fujitsu</td><td>Japan</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>12</td><td>12</td><td>= Tech Mahindra</td><td>India</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>13</td><td>15</td><td>▲ LTIMindtree</td><td>India</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>14</td><td>16</td><td>▲ EPAM</td><td>United States</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>15</td><td>14</td><td>▼ Samsung SDS</td><td>South Korea</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>16</td><td>13</td><td>▼ DXC Technology</td><td>United States</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>17</td><td>18</td><td>▲ NEC</td><td>Japan</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>18</td><td>19</td><td>▲ Genpact</td><td>United States</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>19</td><td>17</td><td>▼ Globant</td><td>Argentina</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>20</td><td>20</td><td>= Xerox</td><td>United States</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>21</td><td>22</td><td>▲ Sopra Steria</td><td>France</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>22</td><td>-</td><td>New Persistent Systems</td><td>India</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>23</td><td>23</td><td>= Reply</td><td>Italy</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>24</td><td>25</td><td>▲ Virtusa</td><td>United States</td><td>■</td><td>■</td><td>■</td><td>■</td></tr><tr><td>25</td><td>24</td><td>▼ Hexaware Technologies</td><td>India</td><td>■</td><td>■</td><td>■</td><td>■</td></tr></table> # Methodology # Definitions # Brand Value # Meta [Meta] # +Enterprise Value The value of the entire enterprise, made up of multiple branded businesses. Where a company has a purely monobranded architecture, the 'enterprise value' is the same as 'branded business value'. # facebook [Facebook] # +Branded Business Value The value of a single branded business operating under the subject brand. A brand should be viewed in the context of the business in which it operates. Brand Finance always conducts a branded business valuation as part of any brand valuation. We evaluate the full brand value chain in order to understand the links between marketing investment, brand-tracking data, and stakeholder behaviour. # facebook [Facebook] # + Brand Value The value of the trademark and associated marketing IP within the branded business. Brand Finance helped to craft the internationally recognised standard on Brand Valuation - ISO 10668. It defines brand as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits. # Brand Valuation Methodology # What is Brand Value? Brand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity. Brand value refers to the present value of earnings specifically related to brand reputation. Organisations own and control these earnings by owning trademark rights. All brand valuation methodologies are essentially trying to identify this, although the approach and assumptions differ. As a result