MESSAGING HIERARCHY BRAND RESONANCE PYRAMID : Brand Resonance Pyramid (Philip Kotler Summary) ... Establishing the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations.

1. NAVEEN ABRAHAM – K06060
NIKHILJOHN ABRAHAM – K06063
POOJAS KUMAR – K06066
PRATEEK SABHARWAL – K06067
RIYA ASEEF – K06071

2. MESSAGING
HIERARCHY

3. The customers have recognized the need to innovate faster and
leverage foundational and disruptive technologies such as cloud,
automation, machine learning, and artificial intelligence (AI) to
deliver quicker results in a less disruptive manner
Infosys SMART EA offerings help enterprises realize assured
business outcomes from the EA initiatives.
The customers need to minimise the risks

4. To reduce the costs
Reduction in turnaround time for IT impacts analysis for organization
initiatives through effective use of EA tool
Significant automation in continuous capture of enterprise’s
architecture and ease of creation of various views across stakeholders

5. While enterprises might still work on long on documentation and short on
business value and results framework, Infosys leverages best of breed
industry frameworks, which focuses on quick wins and bridging the
strategy-execution gap adapted to customer, product and platform-centric
operating models.

6. The impact of factors such as evolving business / IT operating models (federated, hybrid, centralized), new-age
software engineering models (agile, waterfall, etc.), newer technologies (artificial intelligence, machine learning, big
data, and analytics), and evolving CxO roles necessitates a shift in the approach to EA initiatives.
Infosys being an innovation-led, agile, and simplified architecture process not only helps to deliver desired business
outcomes, but also bring in new capabilities that are required for the enterprise of future.
Infosys has three key levers to deliver value to our clients through our EA services portfolio:
Discover value faster
• Through knowledge-based
discovery of enterprise process
and technology landscapes
• Insights-driven approach to
developing IT strategy that is
aligned to business priorities
Accelerate innovation
• Pre-built industry-specific
solutions, platforms, and
frameworks to deliver new
capabilities
• Fast-track time to value
through rapid business pilots
Minimize risks
• Simplified and agile architecture
processes and governance to
improve IT response
• Evolutionary and non-disruptive
renewal of enterprise
landscapes

7. Offerings
Infosys SMART EA – Enterprise Architecture
Strategize: Envision and plan business / IT initiatives
to deliver tangible business outcomes
• IT strategy and roadmap
• Chief information officer (CIO) and chief technology officer
(CTO) advisory
• Portfolio assessment
• Technology and architecture assessment
Modernize: Drive cost efficiency and agility by
leveraging best-in class technology
• Scalable operational support system (OSS) adoption
• Platform modernization and migration
• Technology platform recommendation
• Technology and architecture assessment

8. Amplify: Enhance architecture-based capabilities and make it actionable
• Assessing EA capabilities
• Establishing architecture practices of future
• Building architecture capability as a service
Renew: Enhance core systems to drive digitization, agility, and new business capabilities
• Around the Core ERP transformation
• ART based legacy renewal
• Ecosystem integration and data management
Transform: Future-state architecture and platforms to drive new business models
• Business incubation pilots
• Hybrid cloud enterprise platforms
• Ecosystem architecture
• Emerging technology adoption

9. INFOSYS
• Business
• consulting
• Information
• technology
• Software
• engineering
• Outsourcing
• services

10. BRAND RESONANCE PYRAMID

11. RESONANCE
Innovation
Behavioural loyalty
Sense of community
Attitudinal attachment
Active engagement

12. JUDGMENTS
Quality of
service
Recognizable
brand image
Trustworthy
brand
Superiority

13. FEELINGS
Trustworthy
Social Approval
Security

14. PERFORMANCE
Deep Quality Insight through SI and
Automation
Innovation using Blockchain, IOT and
Engineering Servies
Expertise in digital marketing and
commerce
Quality Consulting Services
Customer Expected ROI

15. IMAGERY
Dynamic
T shaped
Individuals
Traditional
Long Standing
Personality
Forward
thinking
Unlimited
Resource
Expertise

16. SALIENCE
Global branding
High digital recognition
Powered by intellect
Value driven company

17. THANK YOU