By Vikrant Gaikwad, Global Head Industry Marketing, TCS
This article was originally published in the Brand Finance Global Most Valuable B2B Brands Index 2025
In today's rapidly evolving business landscape, building a powerful B2B brand requires more than just creative marketing campaigns. At TCS, our brand is not just what we say; it's what we do every single day for our clients. As the global technology services landscape becomes increasingly competitive, we have adopted a deliberate approach to brand building that places customer experience at its core.
Trust through millions of "moments of truth"
In the technology services space, trust and transparency are essential currencies. At TCS, we recognise that our brand is defined by millions of "moments of truth" - the daily interactions between our 605,000 clients worldwide. They entrust us with their mission-critical applications and business operations, which directly impact their performance and success. By delivering on our promises - on time, on budget, and with high quality - we foster long-term relationships. Many client partnerships have lasted over 20 years, demonstrating our customer-centric approach.
Unlike consumer brands that can rely on product visibility, technology services are inherently "invisible." So, how do you build and sustain a powerful brand when your core offerings operate behind the scenes?
Making the invisible visible
To address this challenge, we have pioneered high-profile experiential marketing through sports sponsorships such as global marathons and Formula E. TCS sponsors 14 global endurance races, including 5 Abbott World Marathon Majors - New York, Boston, Chicago, London, and Sydney - also partnering with Jaguar TCS Racing in the ABB FIA Formula E Championship. These sponsorships provide TCS with a tangible presence and emotional resonance.
These partnerships serve multiple strategic purposes: they increase our global visibility, create opportunities to engage our target audiences, showcase our technology capabilities through marathon apps and data analytics solutions, and align with our values around health, sustainability, and community engagement.
Thought leadership as a cornerstone
Thought leadership is essential for enhancing the TCS brand and positioning it as a trusted global IT services advisor. Through our Thought Leadership Institute, TCS conducts original research and provides insights on key topics such as AI, cybersecurity, sustainability, and e-mobility. These findings serve to inform clients and industry stakeholders while showcasing TCS’s expertise and strategic vision, reinforcing its role in facilitating client growth and transformation.
Building trust in our expertise requires ongoing demonstrations. TCS has established itself as a thought leader through strategic partnerships and participation in influential forums, including the World Economic Forum and various technology industry flagship conferences. Our flagship customer summits and innovation forums bring together C-level leaders, solidifying our reputation as a trusted advisor and industry leader.
Purpose-driven brand building
TCS’s commitment to sustainability is central to our purpose-driven brand strategy, integrating environmental stewardship, community impact, and innovation. Through our Net Zero 2030 roadmap, we're implementing solutions like TCS Clever Energy™ and renewable energy adoption that demonstrate measurable climate action.
Our partnership with Jaguar TCS Racing in Formula E further enhances our sustainability efforts, using the racetrack as a testing ground for digital twin technology and AI-driven eco-friendly mobility solutions. Through our marathon sponsorships, we create significant economic impact - USD2.25 billion for host cities and USD279 million for charities in 2024. Our "With You for the Long Run" campaign reflects our dedication to resilience and inclusivity as a global brand.
The path forward
Our approach has significantly contributed to our brand's meteoric rise. TCS became the second global IT services brand to surpass the USD20 billion threshold, reaching a valuation of USD21.3 billion in 2025 - an 826% increase since 2010, driven by innovation, customer satisfaction, and strategic marketing.
By focusing on customer-centricity, making our brand tangible through experiences, showcasing thought leadership, embracing digital agility, and aligning marketing with business strategy, we have created a framework that drives both brand value and customer satisfaction in tandem.
