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Variation in Brand Valuation: Indian IT Services Brands
IJIC, Volume 5 (2021)
Synopsis
This case deals with critical aspects of brand valuation. It offers a basis for discussion on techniques, purposes, benefits, and methods of brand valuation. Manas Das, the Founder, and Chief Executive Officer, ValuEndow Consulting, assigned his trusted associate Sheikh Sanah to critically assess reasons due to which Indian IT Services brands were lagging behind western counterparts. Mr. Das was amused by the variations in the brand value of Tata Consulting Services assessed by Brand Finance and Kantar Millward Brown. Sanah was tasked with developing strategies to improve the brand value rankings of Indian IT Services brands. This short case provides a basis for class discussion on brand valuation for multiple purposes:
• Managing brand and leveraging brand value
• Role of brand valuation in expanding business
• Setting rates for brand licensing
The case offers insights on variations in brand valuation methodologies and brand value.
Keywords
Brand, Brand image, Brand strength, Brand valuation, Branding, Equity, IT services, Licensing, Marketing, Royalty, Valuation
Target Audience and Usage
This case can be used in the following courses/programs:
• Undergraduate programs
• Graduate programs
• Executive programs
The case is applicable for courses on:
• Marketing Management,
• Strategic Brand Management,
• Marketing of IT Services
• Services Marketing
• Management Accounting
Purchasing information: if purchasing this case to be taught in your classroom, please select the required number of copies when purchasing. Please note that photocopying of cases for distribution is strictly forbidden.
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