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GREAT MARKETING STORIES
FRIDAY, FEBRUARY 01, 2008
 Accenture : High Performance , Delivered
Corporate Brand : Acccenture Agency : Rediffusion /DYR ( In India)Brand Analysis Count : 307 Accenture is a unique marketing case study because of two reasons . It is one of the most aggressive corporate brand in the service industry globally and thesecond re
 
ason is the rebranding exercise which itundertook in 2001. Accenture was formerly known as Andersen Consulting. Anderson consulting wasthe consulting arm of Anderson Worldwide. Anderson Consulting wasestablished in 1989 when the consulting practice of Arthur Andersen was hivedoff to form a separate company. Arthur Andersen had established itself as one of the major accounting firms and had a global presence.The consulting boom of 1990's boosted the image of Andersen Consulting. Soon Anderson Consulting had built a strong brand equity across various consultingdomains. Both Arther Andersen and Andersen Consulting was independent business units under Andersen Worldwide.The fledging consulting business prompted Arther Andersen to enter the
 
consulting domain. This entry of Arther Andersen into the domain of AndersonConsulting started a messy fight between these two units which ended in thearbitrators courts. In 2000 Arbitrator ruled that Anderson Consulting wasgranted independence from Andersen Worldwide . Andersen Consulting had toforgo the brand in favor of Andersen Worldwide.This forced the consulting firm to scout for a new brand name and identity. The brand name was selected among 500 alternatives. The process of selection of  brand name was itself a unique event. Anderson Consulting had a huge brandequity among various business houses across different domains and geographies .Hence the new brand name had to reflect the existing brand values and should be relevant in the various geographies in whichthe company operated. More over the brand name and trademark should beavailable in the markets where the company was operating.The company made use of legal experts from each country it operates to check  whether the list of brand names are viable in respective countries. The process of screening also involved linguistic analysts from 47 countries and 200 languagesto check the cultural sensitivities of the brand names considered. The company also checked with senior executives of the clients to get their perspective. Allthese efforts ended with the name ' accenture' . Incidentally the name wassuggested by an employee named Kim Peterson . This fact itself that gave thename more charm.On January 1, 2001, the rebranding happened. For the first 3 months 6000 TV spots were aired and over 1000 print ads were splashed across the world. Theentire campaign cost the company around $ 175 mn. The new campaignhighlighted new capabilities in consulting, technology , outsourcing & alliances.The brand took the tagline : High Performance. Delivered. At the end of 2001, the
 
 brand achieved the same recall and equity of the earlier name AndersenConsulting.Now Accenture is valued at $ 6.5 Billion and is a respected consulting firm acrossthe world. Now the entire brand promotion revolves round Tiger Woods who isthe brand ambassador. Since 2003, Tiger Woods has been an integral part of  Accenture's branding. Tiger Woods is the embodiment of high performance so is Accenture. The latest campaign runs on the theme ' We know what it takes to be aTiger ' Accenture came to India in 2005. The brand now has serious business in Indiaand the brand is running their campaigns aggressively in the Indian market. The branding campaign is predominantly in print. The brand looks at the followingaudiences :a. Domestic and potential clients b. Potential employeesc. Existing employees. What is more important in this brand's strategy is that Accenture celebratesperformance. The campaign is not restricted to Ads but also lot of events andresearch. Accenture's research on High Performers and high performingcompanies are path-breaking. The website is also rich with case studies andinsights. Accenture is a true case of a brand living upto its values and manthra.
THURSDAY, AUGUST 03, 2006
 Alpenliebe : From the Alps
Brand : AlpenliebeCompany: Perfetti Vanmelle Agency: McCann EricksonBrand Count : 108
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