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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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