Building a Global Brand: The Case of WiproAbstract--In this business case study, we describe the transformation of Wipro, a Bangalore-based information technology company. Founded in 1945 as Western India Vegetable Products Limited, Wipro is today the world's largest independent R&D services provider and among the top three offshore business process outsourcing (BPO) service providers with over 490 clients, 53000 employees and 40 plus development centers across the globe. Wipros aim was to continue its transformation from a low cost provider of outsourced services to become a global information technology leader, deliveringworld-class solutions to its global customers through a process offostering ongoing internal and external innovation whilemaintaining the cost advantage associated with being located inIndia. The case also describes the steps senior management atthe firm took to enhance brand awareness, branddifferentiation, and brand positioning, which were all playingimportant roles in the growth of the company.Teaching objectives of the case include a) understandingthe evolution on the Wipro Brand, b) developing strategicinitiatives to move up the value chain, c) enabling intellectualleadership and building a global outlook within a large servicesfirm, and d) managing the challenges and opportunities of atechnology-based global delivery model, combined with a multi-location strategy.