Infosys Limited was the second largest exporter of IT services in India, with a turnover of U.S. $ 7 billion and a market capitalization of nearly $ 26 billion in 2012 on the market. The company, based in Bangalore, India, has built its reputation as the barometer of Indian IT whose credo was “under-promise and over-deliver.” Throughout its 31-year history, Infosys and its iconic co-founder NRNarayana Murthy, were admired and respected for delivering excellence, while conducting business in a legal, transparent and ethical manner. It was one of the few software companies that recognize the value of a strong brand in the market for business-to-business (B2B) and chose to develop its brand not through expensive advertising, but by building the core values, customer trust and use of personal integrity and principles Murthy. In 2011, the company launched its new brand positioning, Infosys 3.0. A key element of the new brand positioning were the products, programs and services (PPS), directed by Sanjay Purohit. This case puts the focus on the company’s efforts to change brand image in the U.S. market amidst several challenges.
by
Rohit Deshpande,
Vidhya Muthuram
Source: Harvard Business School
21 pages.
Release Date: October 19, 2012. Prod #: 513003-PDF-ENG
Building brand Infosys Case Solution
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