Highlights
- TCS reaches $21.3 billion brand value, maintaining global IT services leadership
- Davos 2025 explores values-driven leadership in a transformative business landscape
- Brand leadership now demands strategic vision, social responsibility, and innovation
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The vital role of brand guardians
Brand leadership has transcended traditional boundaries, emerging as a complex interplay of strategic vision, social responsibility, and innovation.
This evolving landscape was the topic of a panel discussion at the World Economic Forum in Davos, moderated by David Haigh, the CEO and founder of Brand Finance. The debate came as Brand Finance unveiled its latest report, showing that TCS’ brand value has risen to $21.3 billion, retaining its position as the world’s second most valuable IT services brand for the fourth consecutive year.
From championing gender equality to balancing sustainable growth, today’s corporate guardians have many intricate challenges to navigate and must bring together multiple dimensions of organisational strategy. This intersection of marketing, technology and social dynamics requires a holistic approach.
The wide-ranging discussion offered valuable insights into the challenges and opportunities facing brand guardians in an ever-changing global landscape.
Brand guardianship in 2025
Haigh presented the findings of the Brand Guardianship Index, a tool developed to evaluate the ability of a company’s leadership to build and nurture brand value.
The index, now in its sixth year, has evolved to incorporate a wide range of factors, including AI leadership, strategic vision, and positive impact on stakeholders.
A key finding highlighted was the significant shift in what drives CEO reputation, with genuine care for employees emerging as the most important factor.
TCS’ brand has shown strong growth, increasing from $2.3 billion in 2010 to $21.3 billion in 2025, and is supported by a focus on innovation, customer-centric solutions and sustainability. The report points to its innovative culture, growing presence in international markets, strategic thought leadership and customer satisfaction levels as central factors in TCS’ success.
Promoting gender equality
A recurring theme was the persistent lack of female representation in top leadership positions. According to the 2025 Brand Guardianship Index, only 7 out of the 100 ranked CEOs are women.
Despite progress in some areas, the panelists acknowledged that there is still a long way to go in achieving gender equality among brand guardians.
The conversation emphasized the need for intentional strategies and actions to promote diversity and inclusion. The importance of education and awareness in addressing gender inequality was also highlighted, with the panel sharing personal experiences of overcoming biases in the workplace.
Balancing marketing, sustainability, and technology
Companies across industries are developing strategic approaches that demonstrate how technology can drive business expansion and environmental responsibility.
Brand Finance’s latest data highlights this emerging trend, revealing that sustainability now accounts for 17.5% of brand consideration in the IT Services sector, up from 14.1% in 2024.
The most influential sustainability factors include a company's commitment to supporting communities and maintaining ethical, responsible management practices. Better data analytics and the harnessing of generative AI can help organizations reach these goals and make better choices, proving that growth and sustainability are not mutually exclusive.
Ultimately, there was a sense that seeking growth and meeting sustainability goals are synergistic objectives that – together – enhance brand reputation and long-term value creation.
The role of AI in shaping the future
AI was also a core topic, with panelists discussing its transformative potential for all sectors and industries.
While expressing optimism about AI's capacity to improve quality of life and drive innovation, the conversation also touched on the ethical considerations and challenges that come with its implementation.
In addition, the importance of human oversight and the need to maintain a balance between technological advancement and human creativity were both emphasized.
A sense of cautious optimism
As the session concluded, there was a sense of cautious optimism about the future.
Panelists expressed confidence in the potential of technology to address global challenges while acknowledging that the road ahead is unlikely to be straightforward and there are many complexities to navigate. The role of CEOs is central to this and continuing to evolve – not just to encompass brand guardianship but also to act as agents and advocates for change, who are responsible for protecting and advancing positive values.
The need for intentional strategies and innovative thinking remains paramount, the panel concluded, especially for those seeking to succeed in the complex area of brand management and corporate leadership.
