BRAND VALUE

• According to the 2018 Annual Report on the World's Most Valuable IT Services Brands, Cognizant is the 4th most valuable IT brand in the world.
• However, Cognizant's brand value has decreased by 10% over the past year.
• This was the first decrease in the brand's value since 2014.
• Its brand rating is AA+, which is unchanged over the past year.

POSITIVES

• A company that worked with Cognizant to provide "offshore resourcing for application development and support" stated that Cognizant was a very good partner and was flexible with their needs and requests.
• This company also said that Cognizant had the skill sets necessary to ensure they ramped up quickly and successfully.
• A media company gave Cognizant 5 stars on Gartner Peer Insights for their work in enabling an organization-wide transformation and bringing more than five brands on board to marketing operations in "post-implementation model."
• This company stated that Cognizant highlighted the "importance of customer-centric data and journey designs that are repeatable and reusable."
• The COO of a company with $1 billion to $3 billion in revenue gave Cognizant 5 stars on Gartner Peer Insights and stated that "Cognizant provided leadership and direction on the strategic design of the proposed Salesforce solution, enabling a robust design in very short and demanding timescales.

NEGATIVES

• A company that worked with Cognizant to provide "offshore resourcing for application development and support" said it was difficult to find an on-site team that was capable of handling the job in India in an effective manner.
• It took the company "a couple tries" before it could get a solid on-site team that they were able to work with well enough to complete the job.
• An ecucation company awarded Cognizant 4 stars on Gartner Peer Insights and said that the "project execution on a T&M basis has not supported the outcome we would have preferred and we are moving to an alternate model." The company did note that this is not a "Cognizant only issue."
• A manufacturing company gave Cognizant only 2 stars on Gartner Peer Insights and indicated that Cognizant needs to re-examine its engagement and partnership model.
• The company stated Cognizant's "CTS CRM team has not been able to help us in the possible extent in the CRM space. Not so happy experience."

DIFFERENTIATION

• Cognizant's early adoption of digital has set them apart from its competitors. According to Money Control, "Over the past 7 years, Cognizant has been investing a lot around digital, especially with SMAC, social, mobility, analytics and cloud initiatives."
• Cognizant has "extensive analytics investments and analytical and Data Science modeling methodologies and libraries."
• According to Forrester, "Cognizant has carved out a progressive organizational structure geared toward supporting customers on their digital business journeys."