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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 the second re undertook in 2001. as on is the rebranding exercise which it Accenture was formerly known as Andersen Consulting. Anderson consulting was the consulting arm of Anderson Worldwide. Anderson Consulting was established in 1989 when the consulting practice of Arthur Andersen was hived off 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 consulting domains. Both Arther Andersen and Andersen Consulting was independent business units under Andersen Worldwide. The fledging consulting business prompted Arther Andersen to enter the
In 2000 Arbitrator ruled that Anderson Consulting was granted independence from Andersen Worldwide . Hence the new brand name had to reflect the existing brand values and should be relevant in the various geographies in which the company operated. This entry of Arther Andersen into the domain of Anderson Consulting started a messy fight between these two units which ended in the arbitrators courts. The process of selection of brand name was itself a unique event.. Anderson Consulting had a huge brand equity among various business houses across different domains and geographies . Andersen Consulting had to forgo 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.. .consulting domain. More over the brand name and trademark should be.