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BAHEEHR NVERSTESINSTITUTE OF SOCIAL SCIENCESMarketing Management

Case A!!ent"re #Re$ran%ing a&'($a' Bran% Etem )AVA)

*e!em$er +,-+

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Image Initiati&e*espond to image crisis, +I$ decided to

embar8 on an image initiati&e: in 19(3;

Generate a'areness To di/erentiate itsel in t"e IT ser&ices To distance itsel rom its accountancy"eritage imageelection o a ne' name or +I$

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+ar8eting in $onsultinget a ne' standard or mar8eting a

pro essional ser&ices company+ar8eting in a strategic sense and "ad t"ecourage to create t"e brand and in&est in it%=rea8t"roug" ?

T@ ads . e' Aears campaign .stressed !ndersen $onsultingstec"nology eBpertise%

pent approBimately C5 million inad&ertising during its frst year%

Team o media specialists 'it"in!ndersen $onsulting partnered 'it"=urson.+arsteller, a leading publicrelations frm to inDuence industry

analysts%

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+ar8eting in $onsulting

ince partners demanding proo t"at t"eresults o t"e ad&ertising 'arranted t"eeBpenditures%

!ndersen $onsulting conducted eBtensi&emar8et researc", ocusing

1.F +ar8etplace a'areness.F $lient atis action0.F =uyers &alues4.F !d&ertising copy testing5.F +edia monitoring

+etric ri&en

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e&eloping Global !d&ertisingReas(ning Bet

B"siness 7eek A

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!rt"ur !ndersen ? $onDict period

EBploring +ar8etplace $on usion!rt"ur !ndersen mar8etinginitiati&es=rand $on usion

!rt"ur !ndersen =usiness $onsulting T'o frms becoming competitors!rt"ur !ndersen beneftting rombrand imageoss o brand e>uity

Increasing success o !ndersen$onsulting

C11 billion by ))1 ? fnancialsuccess

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!ndersen $onsulting &ersus !rt"ur !ndersen

=usiness*e.

engineering

trategy$onsulting

ystemIntegration

Jrgani7ational $"ange

An%ersenC(ns"'ting

+6 - - -,

Art3"r An%ersen + - - -+

1994 2naided!'ereness

=usiness*e.

engineering

trategy$onsulting

ystemIntegration

Jrgani7ational $"ange

An%ersenC(ns"'ting

5; 5+ + +5

Art3"r An%ersen 5- ++ +; -

1995 2naided!'areness

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*ebranding and *epositioning process!ugust 3, ))), t"e arbitration ruling .released!ndersen $onsulting rom any urt"er obligationto !rt"ur !ndersen or !ndersen World'ide ..fnancial, pro essional;

T"e license to use t"e !ndersen $onsulting name'as to eBpire ec 01, )))e&er in "istory "ad suc" a large scalerebranding occurred in suc" a s"ort period%Wit"in 143 days, t"e company "ad to un&eil aname t"at 'as trademar8 in 43 countries, o&er)) languages%

Re$ran%ing La"n!3 Time'ineA"g"st 2

--A"g --2

O!t ept ? Jct o&. ec Kan 1 ))1

@LANNIN&BRAN*

*EVLO@MENT RESEARCH

E ECUTE

NAMECHAN&EBRAN*

LAUNCH

!rbitrationecision

trategye&p%

$reati&e

ame e&p%@isualIdentity

=rand ine

#escription

+ar8et Testing

ati&e pea8er*e&ie'

inguistic!nalysis

ogo

ialogue+ag%

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*enamed% *edefned% *eborn% )1%)1%)1; mi''i(n marketing 4 !(mm $"%get an%

a%%iti(na' -,, mi''i(nBran%st(rming t3("san%s (9 name !an%i%ates

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aunc" E/orts

I TE* ! !2 $N e' brand and e' positioning con&eyed to employees O

13( oPces, 43 countries, 3)%))) employees, 3 millionbusiness card%

EQTE* ! !2 $N Tele&ision spots , e' Aears E&e celebration, !ccenture

branded airs"ip, sponsors"ips o ot"er maRor globalsporting e&ents

Nig" profle ad&ertising program, o&er 40,))) clientsrecei&ed a launc" mailing '"ic" included creati&epac8aging to announce t"e ne' name and positioning%

EBternal aunc" E/ortsO

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!d campaign c"anges and t"e 'ay or'ard

=ringing Inno&ation eli&ered6 to i e .S I amyour Idea

Global Gro't" ?11) oPces in 4( countriesC10% billion in ))4

Top clients

Gro'ing mar8et C1 ) billion in ))( $ompetition Intensifes

I=+ ac>uires

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@RO*UCT +anagement $onsulting er&ices@(ints (9 *i eren!e

1% 2ni>ue position compared to competitors in t"at t"ecompany o/ered &alued strategic business ser&ices and

'ell regarded IT solutions% =ecause clients &ie'ed I=+ as a tec"nologyconsultant and not a business strategist, !ndersen$onsultings reputation or insig"t and &ision constituteda point o di/erence60% ot a raid to ad&ertise to promote its name, image,and position

+ost pro essional ser&ices c"ose not to ad&ertise,eeling it 'as inappropriate or unpro essional6Lirst to ad&ertise in airports

4%

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@ROMOTION!'areness

o =et'een 199) and 1990, total global a'areness 'as39U

o !d&ertisingO in 199( "ad print and airport posterad&ertising in 0) countrieso Nired ueness,and momentum

.Industry analyst I $ ound in 1993 t"at I=+ and !ndersen$onsulting "ad t"e greatest amiliarity among tec"nology buyers!ction

o 199)s 'ere success ul, (U o consumers considered !ndersen$onsulting as a leader6 O =illings reac"ed C(% billion in 199(

*ISTRIBUTIONJPcesM ocationsO 2nited tates, "ead>uartered in $"icago

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"esti(ns

+ C(m.are t3e!3ara!teristi!s (9 A!!ent"rePs$ran% eQ"it/ t( t3(se (9An%ersen C(ns"'ting *( /("t3ink t3e re$ran%ing an%re.(siti(ning (9 t3e !(m.an/

s"!!ess9"''/ trans9erre% t3eeQ"it/ 9r(m t3e ('% name t(t3e ne< (ne

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An%ersen C(ns"'ting Bran%E'ements

ame

loganO=ridging=oundaries

to $reatet"e Luture6

ogoO

!c

+emorable

5 4 5

+eaning ul

5 4 5

i8eable 5 4 5

Trans erable

5 4 5

!daptabl

e

5 4 5

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E e!ti0eness

1% T"e frst rebranding o !ndersen $onsulting in 1999prepared t"e company or t"e mo&e to !ccenture%

!ccenture 'as able to build o/ o !ndersen$onsultings brand image and associations andultimately came out t"e better or itO !c rebranding'as a re"earsal o a global brand c"ange6

% !ccenture6 pro&ided continuity rom t"e name o!ndersen $onsultingo !$, frst t'o letters o !ccentureo connoted accent on t"e uture6 , similar to

pre&ious create t"e uture6 mission o!ndersen $onsulting

o $onsultant created name, "elped to reac"employee acceptance

0% !ccenture6 also pro&ided an understandable image o

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a% !ccenture came out o t"e rebranding process at a greatera'areness t"an it 'as as !ndersen $onsulting, mostly in part tot'o.p"ase mar8eting strategy a% 2sed creati&e ad&ertising,

promotion and public relations to create brand recognition, brandassociation and brand recall

.In ))1, a'areness or !ccenture 'as abo&e or at pre&iousle&els or !ndersen $onsulting in most countries6

b% Independence rom !rt"ur !ndersen fnally remo&es any

con usion bet'een t"e t'o entities uity globally and t"ere ore t"erebranding 'as 'ort" its C135 million price tag

a%!ccenture "as maintained its position in t"e consideration setand actually increased e>uity

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"esti(ns

5 H(< m"!3 (9 a !(m.etiti0et3reat is IBM H(< s3("'%A!!ent"re $est !(m.ete

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$ompeting 'it" I=+ !ccenture is a management and tec"nology consulting frm $onsulting, tec"nology, outsourcing and alliances are its

core business !ccenture is a"ead o I=+ in strategic management

consulting but it lac8s t"e tec"nical eBpertise o I=+ !ccenture s"ould loo8 to impro&e its tec"nical eBpertise and

mo&e a"ead in managing inno&ation, pro&iding clients 'it"creati&e solutionsMimplementing clients ideas

It s"ould also continue partnering 'it" its client by pro&idingnot only consultancy but deli&ery and implementation

etting incenti&es t"at reali7ed only i specifc businesstargets 'ere met s"ould be eBpanded to all contracts topro&ide credibility to t"e companys positioning o Nig"

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+ar8eting trategy Lirst in t"e industry =uilding image and e>uity t"roug" creati&e ad&ertising and

personi ying t"e organi7ation

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=rand

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