The Hindu Business Line : TCS goes for brand image

Tata Consultancy Services (TCS) has embarked on a major branding initiative, for which it has roped in a global firm to work out the brand positioning statement that involves rollout, tagline and advertising amongothers.

"We have appointed a global firm for doing the brand positioning statement for TCS. It would involve all aspects including rollout, tagline, graphics, branding positioning and advertising," Mr Phiroz Vandrevala, Executive Vice-President, TCS, said on the sidelines of CII roundtable on Indo-US Cooperation in IT sector.

He said the new brand positioning would be announced in the coming financial year. "Every global company goes through a formal process. We believe we have to get involved (in brand-building) as everyone else has done. These are best practices that sound global companies have adopted and we have to undertake the initiative as a proper process," he said.

Meanwhile, the new subsidiary floated by TCS in China with Microsoft and three Chinese Government entities would begin operations by June.

"The structure for the subsidiary would be in place by June," Mr Vandrevala said.

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TCS goes for brand image — Ropes in global consultant