Brand Associations
In 1981, TCS started the first research center in India, the Tata Research Development and Design Centre. TRDDC handles research in Process engineering, Software engineering, and systems analysis. Research at TRDDC also resulted in the launch of Sujal, an economical water purifier. TCS distributed thousands of these filters during the Indian Ocean tsunami disaster of 2004. TCS launched its co-innovation system in 2007, a nexus of innovative labs, educational research departments, and startup alliances. TCS has the partnership with Cassatt, CollabNet, educational institutes, including Stanford, MIT, and IITs.
Brand Awareness
The promotional approach of TCS is unusual and not like any other company doing marketing and advertising. To promote employability for visually impaired people in India, TCS runs ALP (adult literacy program) and advanced computer training center. Internationally, it offers programs like Pro Bono, ENABLE, and STEM education. TCS uses different pricing models and policies based on client requirements, the scale of operation, and projects. The company follows success-based pricing model in its outsourcing projects and differential pricing model for its iON services.
Brand Loyalty
TCS is India’s leading IT services and consulting firm. It is operational in almost 55 countries and addresses the global business challenges, making a huge impact worldwide. It is the award winner of the World’s most powerful brand in IT services by Brand Finance.TCS has conquered the international markets through its business models and updated technology. The firm maintains a strong bond with its customers by providing customized solutions, which in turn creates a good customer relationship and global recognition of the company.
Brand Assets
Tata Consultancy Services Limited (TCS) is an Indian international IT service, business solutions, and consulting company. It is headquartered in Mumbai, India and is a subsidiary of Tata Group. TCS operates in the following regions – North America, India, Middle East, Africa, Europe, UK, Australia, New Zealand, and LATAM. As per 2017 estimation, company’s total assets were $16.24 billion. TCS has a diversified service line focusing on IT infrastructure, enterprise solutions and management, engineering and industrial services, business process outsourcing, and assurance services. At present, TCS holds 58 subsidiaries. It has also developed software products which are TCS MasterCraft and TCS BaNCS.
Brand Elements
TCS was founded in 1968 by two persons, Mr. J.R.D. Tata and Mr. F.C. Kohli. It is the company of Tata Group, which offers consulting, business solutions, and IT services. The TCS logo has the Tata Group symbol and wordmark TATA, with Tata Consulting Services written on its bottom. The Tata logo, a symbol of adaptability, was designed by world’s renowned branding agency, Wolff Olins. This logo forms a T and depicts a tree of trust under which people can take shelter or a fountain of knowledge. The white lines and blue background of the logo stand for excellence, power, and reliability of the company. TCS is a company which provides real solutions to global businesses and ensures a level of excellence no other company can offer.