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Accenture's Strategic Branding Moves

Accenture began as an administrative accounting firm in 1942 and later launched an IT consulting business unit called Andersen Consulting. In 2000, Andersen Consulting was granted full independence and officially adopted the name Accenture to avoid confusion with Arthur Andersen. After adopting the new name, Accenture launched a global marketing campaign and saw an 11% increase in brand equity and awareness as a management and technology consultancy.

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Nishant Singh
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2K views6 pages

Accenture's Strategic Branding Moves

Accenture began as an administrative accounting firm in 1942 and later launched an IT consulting business unit called Andersen Consulting. In 2000, Andersen Consulting was granted full independence and officially adopted the name Accenture to avoid confusion with Arthur Andersen. After adopting the new name, Accenture launched a global marketing campaign and saw an 11% increase in brand equity and awareness as a management and technology consultancy.

Uploaded by

Nishant Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

ACCENTURE

Accenture began in 1942 as administrative accounting

CASE FACTS

Launched a separate business unit based on IT consulting and bearing the name of Andersen consulting.

To create more brand awareness launched large scale ad campaign

In 2000 Andersen consulting was granted full independence from Arthur Andersen

The consultant coined the Accenture name because it rhymed with On December 31, 2000 adventure and Andersen consulting connected an accent on future officially adopted the

But after the independent organization it had to change the name

Accenture name and launched a global marketing campaign

Accenture's brand equity increased by 11 % and awareness as provider of management and technology consultancy

What has Accenture done well to target its B-to-B audience? After adopting the new name Accenture, it launched a global marketing campaign which targeted the senior executives at Accentures clients and prospects, partners and employees, the media, industrial analyst and academia.

In 2002, Accenture came up with a tagline Innovation delivered and focused the business both in business idea development and technological implementation.

Accenture introduced a policy whereby many of its contracts contained incentives that it realized only if specific business targets were met.

Has Accenture done the right thing by dropping Tiger Woods as its spokesperson? Discuss the pros and cons of its decision?

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PROS

Tiger woods had been with Accenture for quite a long time and had contributed to myriad of successes. The decision to drop Tiger Woods as Accentures spokesperson was hard to make..
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It is certainly a strong decision Accenture had to make to drop Tiger Woods. Tiger Woods has been around with a gross scandal which shows that he has an extrametrical affair. If it is true, it is still to some people his personal choice. But Accenture did want to take risk as the company is always focusing on creating positive platforms to the customers.
Accenture did the right thing to drop Tiger Woods because it did not want to risk the future of its strong brand.
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CONS

Despite Tiger Woods scandal, some companies still decided to stick around with him. Accentures decision to not include him as the spokesperson may help the company not risking the brand, but in the long run it is quite costly and challenging to find a new replacement of Tiger Woods .

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