New Brand Finance data reveals AI expertise as the second-biggest driver of reputation for IT services brands
LONDON, 20 January 2026 – The total value of the world’s 25 most valuable IT Services brand has reached USD167.2 billion in 2026, reflecting a modest 2% rise from 2025, according to a new report from Brand Finance, the world's leading brand valuation consultancy.
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 is also 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.
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. TCS crossed approximately US$30 billion in annual revenue in FY 2025, 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.
David Haigh, Chairman and CEO, Brand Finance, commented,
“2026 marks TCS’ first ever AAA brand strength rating, reflecting a brand that combines global scale and deep-rooted trust. Beyond its position as the world’s second most valuable IT services brand, with a brand value of USD21.2 billion, TCS stands out for the clarity of its long-term vision for AI-led transformation and the way it is embedding AI across its business to support clients. This combination of trust, capability, and consistency continues to underpin the strength of the TCS brand globally.”
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. With a BSI score of 86.8 out of 100, Infosys is also the world’s third-strongest IT Services brand.
David Haigh, Chairman and CEO, Brand Finance, commented,
“Infosys has shown exceptional growth, ranked once again as the world’s third most valuable IT services brand, with a brand value of USD16.4 billion, and named the fastest growing IT Services brand over the past 6 years with a brand value CAGR of 15%. Infosys continues to experience strong demand across its AI, cloud, and digital transformation services. Its AAA brand strength rating reflects a consistently powerful global brand, reinforced by ongoing expansion into key markets that continues to deepen client engagement and strengthen brand equity.”
NTT DATA (brand value up 7% to USD7 billion) ranks fifth in 2026. 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.
HCLTech (brand value up 1% to USD9.0 billion) retains eighth place in the ranking with a 1% brand value increase to USD9.0 billion. The brand also notes a BSI of 80/100 and maintains its AAA- brand strength rating, climbing one rank to become the 7th strongest IT Services brand. HCLTech notes strong scores in Brand Finance’s research for being seen as focused on strategic digital and AI transformation, professionally ethically and responsibly managed, and being a trusted partner in the IT services sector.
Tech Mahindra (brand value USD3.4 billion) maintains 12th position among the top 25 IT Services brands. Tech Mahindra’s improved ranking, along with its highest-ever Brand Strength Index score, highlights the company’s sustained commitment to strengthening its brand, driving innovation, and engaging stakeholders. These achievements reflect a well-defined strategy focused on responsible AI implementation, differentiated platforms, and a growing international presence.
Persistent Systems enters the Brand Finance IT Services 25 ranking for the first time in 2026, debuting in 22nd 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.
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 centred 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.
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, particularly in an AI-driven, high-stakes decision-making environment.
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.
Lorenzo Coruzzi, Valuation Director, Brand Finance, commented,
“In the rapidly evolving AI landscape, IT services brands must go beyond just technological prowess to build trust, credibility, and emotional appeal. Brand Finance’s latest research underscores the importance of strong brand knowledge and reputation in shaping customer preferences, especially as IT leaders face significant risks in decisions around AI investments and digital transformation. The study, based on insights from over 1,000 global IT decision-makers and 30 leading brands, reveals that global presence, deep AI expertise, and trust are critical drivers of brand reputation and admiration, which in turn have a strong impact on overall consideration and preference in an AI-dominated marketplace.”
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined 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 strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
