REBUILDING A GLOBAL BRAND

Accenture

Group 4

Ajay Chandar – DM 16103Akash K- DM 16104

Esha Agarwal – DM 16116Shorya Umang Jain – DM 16143

Accenture today

Global Management consulting, technology services and outsourcing company.

259,000 people in over 120 countries

Generated net revenues of $27.9 billion

Andersen Consulting

Andersen Consulting was officially launched in 1989

This was the consulting practice of accounting firm Arthur Andersen

One of the largest management and technology consulting organizations

They began to market themselves as an organization that helped companies apply technologies to create a business advantage

The five market research factors

Andersen Consulting focused on these factors to ensure that their market research gave the client an edge

Marketplace Awareness Client Satisfaction Buyer valuesAdvertising copyeditingMedia monitoring

Campaign to differentiate

Conflicts with Arthur Andersen (AA) – services overlapped. This caused an erosion of business

Brand confusion

Potential clients, CXOs and media – all confused.

Breaking away

In mid-1997, Andersen consulting sought to split from Arthur Andersen.

“Breaches of contract and irreconcilable differences”

Rebranding and repositioning

“A to the power of C” Different from the company of 1989 Teaser ad campaign Brainstorming for a new name Purchased 51 URLs and tested them in

different markets!

The birth of Accenture

Name suggested by Kim Petersen

Rhymes with adventure

Accent on the future

Launch campaign

Massive global marketing program

Internal launch: 55 teams in 47 countries

External launch – two phases: (1) Extensive global marketing and, (2) High-profile TV spots in the US.

Results

One year after the launch in 2001, brand awareness levels were equal to greater than for Andersen Consulting.

Implemented in 47 countries in just 147 days.

Recognized by Businessweek as one of the 50 strongest global brands.

Why the rebranding campaign was a success

Clear objectives:

1. Reposition the company

2. Transfer brand equity to Accenture

3. Raise global awareness

4. End confusion with Arthur Andersen

Future challenges

Managing the inherent risks in signing large, multimillion dollar clients.

Intense competition