Marketing Issues of Accenture - Assignment Example

They needed to update the web page of Andersen Consultancy showing a rebranding process being undertaken also they designed a teaser campaign for the firm’s rebranding process a graphic was released which showed the repealing of the old and evolution of a new identity on ’01.01.01’ (date of launch)(Rebranding and Repositioning a global brand. 29 legal firms all around the world were coming up with marketing strategies and advertisements which repeatedly captured the rebranding of Andersen Consultancy and the idea that the firm was evolving into a bigger and better place. Through this extensive research and massive marketing the firm transferred its brand equity from Andersen to Accenture which itself was derived from two words ‘assent’ and ‘future’, the idea of providing more and broader services than ever before (Accenture) (Accenture, 2002).

The shift in the Brand name as mentioned previously was a result of a legal decision which if not handled properly might have resulted in the collapse of a giant of that time. This rebranding was not a result of an innovation or anything. Criteria to evaluate the new brand name revolved around the question, that what innovation was the firm offering after this huge makeover. Business reengineering, Business Integration, Specialist in Technology, More and broader services, Masters in the field and Leaders of the Future were the six agendas set by the firm at the time of rebranding. In light of these criteria, Accenture is the perfect fit for the company since its name in itself speaks of the future and is innovative too. The conversion was no less than reengineering and transforming the firm into a whole new platform, for people to look up to with a guarantee of receiving the best in their footsteps (Accenture, 2002).

Accenture used this opportunity of renaming itself to reposition the brand in a whole new dimension. While this process of repositioning was undertaken the company and its legal and marketing advisors kept this fact in mind that the services of consulting being performed by the company and the purpose of the company should remain very clear and the idea of a whole new experience for the customers should be created and promoted (Rebranding and Repositioning a global brand).