Essay About Arthur Andersen And Positive Aspects Of The Brand Equity

Rebranding and Repositioning a Global Power Brand1
ACCENTURE:
REBRANDING AND REPOSITIONING A GLOBAL POWER BRAND1
INTRODUCTION
Andersen Consulting was established in 1989 when the consulting practice of the accounting firm
Arthur Andersen separated to form an independent business unit. Andersen Consulting faced the
extremely difficult task of positioning itself in the Information Technology market space while
simultaneously forging a separate identity from its accounting heritage. The business challenge was to
retain the positive aspects of the brand equity developed over decades as Arthur Andersen, yet break
away from the limitations associated with an accounting brand. What was notable was that before its
inception, Andersen Consulting was generating almost $1 billion annually in revenue, yet wasnt well
known in the information technology marketplace. And to those who did know them, they were often
thought of accountants, and not up to the task of delivering innovative technology solutions.
In order to bridge this gap, Andersen Consulting used extensive market research to create a
brand and naming strategy that would establish immediate credibility in the “consulting” arena, while at
the same time leveraging all of the positive aspects with the Arthur Andersen brand. Market research
also helped form the strategy for successfully launching the new name and positioning.
In order to build a new identity, Andersen Consulting set a groundbreaking precedent by using
sophisticated marketing strategies coupled with the professional services industrys first large-scale
advertising campaign to promote its name, positioning and brand image.
Andersen Consultings expertise in marketing and communications quickly set it apart from its
consulting competitors, making a name for itself amidst a crowded competitive field ranging from
hardware/software providers like IBM to strategy consulting firms like McKinsey. Over the
decade, Andersen Consulting grew from an accounting firms offshoot into the worlds largest
management and technology consulting organization.
Despite this success, the relationship