Accenture

REBUILDING A GLOBAL BRAND

Group 4
Ajay Chandar DM 16103
Akash K- DM 16104
Esha Agarwal DM 16116
Shorya 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 values
Advertising copyediting
Media 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