Case | HBS Case Collection | October 2012 (Revised January 2014)

Building Brand Infosys

by Rohit Deshpandé and Vidhya Muthuram

Abstract

Infosys Limited was India's second largest exporter of IT services with annual revenues of $7 billion and a market capitalization of nearly $26 billion in 2012. The company, headquartered in Bangalore, India, had built its reputation as the Indian IT bellwether whose credo was to "under-promise and over-deliver." Throughout its 31-year history, Infosys and its iconic co-founder, N.R. Narayana 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 recognized the value of a strong brand in the business-to-business (B2B) market and chose to develop its brand not through expensive advertising but by building core values, client trust, and leveraging Murthy's personal integrity and principles. In 2011, the company introduced its new brand positioning, Infosys 3.0. A key component of the new brand positioning was the Products, Platforms, and Services (PPS) business, headed by Sanjay Purohit. This case focuses on the company's efforts to makeover its brand in the U.S. market amidst several challenges.

Keywords: Marketing; Information Technology; Information Technology Industry; India;

Citation:

Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.)