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TCS rebrands as 'Building on Belief' for target of next decade of growth

TCS has been ranked by Brand Finance among the top 3 IT services brands in the world.

TCS | Indian brands | Rajesh Gopinathan

BS Reporter  |  Mumbai 

TCS CEO Rajesh Gopinathan says new brand statement reflects company's 'bold ambition'. (File photo)

India’s largest IT services firm, Tata Consultancy Services (TCS), today unveiled a new brand statement, ‘Building on Belief’, to articulate its mission and relationship with customers as it embarks on its next decade of transformation-led growth. For over a decade the company’s brand statement was ‘Experience Certainty’.

The brand statement has been created after an extensive research of over one year. It also undertook extensive survey on brand outlook across customers and associates. Over 100 customers and 200 employees including millennials were part of the study.


--Rebranding exercise went on for over a year

--Over 100 customers participated

--Close to 200 millennial TCSers surveyed for the rebranding

--brand value grew by $1.4bn in 2020: Brand Finance

This rebranding is the reflection on where the company wants to be in future and what it is today, says “We felt early on in the year, we wanted to develop a new brand statement which is reflective of who we are as an organisation today, which you are aware is very different from where we were 10 year back. It is also reflects our ambition and vision for the future,” said Rajashree R, chief marketing officer, TCS.

The company did not disclose the investment that went in the rebranding exercise but said that the new branding message will be rolled out immediately.

The new brand vision encapsulates the active and collaborative role that TCS plays in partnering with customers over the long term, leveraging its contextual knowledge, investments in research and innovation, and technology expertise to help them grow, and achieve their purpose-led transformation goals. It also reflects TCS’ own belief that it, along with its customers, can harness collective knowledge to innovate in ways that result in better futures for individuals, communities and the planet.

“Every innovation and every transformational journey begins with the belief that it will make the world better,” said Rajesh Gopinathan, MD & CEO, TCS. “We are partnering with our customers in realizing that belief as well as their purpose. It is who we are as an organization and reflects our bold ambition as we embark on our next decade of growth.”

'Building on Belief’ coveys that TCS is a community of developers who work with clients in a collaborative and active way, and the word Belief encapsulates four pillars—world belief, customers belief, TCS belief and individual belief.

Rajashree also explained that the company is not moving away from the earlier branding ‘Experience Certainty’, “This is an evolution and we are building on it. Certainty is still a very core proposition by the company,” she added.

TCS has been ranked by Brand Finance among the top 3 IT services brands in the world, and as the fastest growing brand in the industry by brand value over the last decade (2010-2020). In January, a report by Brand Finance estimated that TCS’ brand value grew by $1.4 billion in 2020, on an annual basis; the highest growth in IT services. Further, TCS is recognized as a Superbrand in the US, as well as in the UK, for its brand reputation.

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First Published: Tue, March 30 2021. 13:21 IST