Tran, Cam-Dung Vo, Duong “Lucy” Walden, Giovanna Wang, Yang White, Cassi Noel Kjeseth, Mitchell

 Before it was Accenture, this consulting firm originated under the name Andersen Consulting in  Andersen Consulting faced difficulties positioning themselves in the information technology market due to their strong heritage in accounting.  The challenge was to retain the positive aspects of the brand equity and break away from the limitations associated with an accounting brand

 Andersen Consulting decided to take a separate route from the company Arthur Andersen to form what is now today Accenture.  Over $7 Billion dollars was spent in the process of building this new brand.  This rebranding strategy gave Accenture the ability for further growth as well as more capabilities in the IT world.

 In 1913, Arthur Andersen founded the accounting firm Anderson &Co.  In 1950s, Arthur Andersen began offering consulting services to companies wishing to implement info systems and renamed the unit the administrative services division.  Consultants from the company programmed and installed the worlds 1st business computer for General Electric in 1954.

 Demand for information technology rose in the late 1970’s leaving a tremendous opportunity for Andersen Consulting to get their foot in the door for IT consulting.  1979, the Admin Services Division became the Management Information Consulting Division MICD.

 Andersen Consulting: Points of Difference: Took the lead in both business strategy and IT services Points of Parity: Awareness, image, consideration and preference  Accenture: Established a broader range of capabilities than Andersen Consulting Stressed innovation and high performance Brand equity and awareness rose

“A” raised to the “c” power. “Foundation line” under the A. 24-color palette.

 Andersen utilized innovative marketing mediums. New Year’s ad campaign in  Set itself apart as thought leaders in the market.

 Won with global brand awareness  Challenges: Repositioning Transferring brand equity to Accenture Raise awareness globally Eliminate confusion with Arthur Andersen

Start as C-T-R (Computing-Tabulating- Recording Company) as the combination of 3 big computer companies in 1911: the Tabulating Machine Company, the International Time Recording Company, and the Computing Scale Company. CTR renames in 1924 Manufacturing and selling hardware and software; Offering infrastructure Fortune’s 500

 Interestingly, Accenture and IBM cooperate to create optimum business solution

 IBM’s campaigns: The “Subtitle” in 1995, The “E-Business” in late 1990s, The “ON Demand” in 2002, “The Other IBM” and “Help Desk” in 2005 The “Innovation That Matters” in 2006  Accenture’s “High Performance. Delivered.” in many years

Emphasize its competitive advantages Continue partnership with IBM Create more campaigns

 Oct. 26, 2000, the company Andersen Consulting announced its new name “Accenture”.  Accenture has been transformed incorporated since Jan. 1,  July 19, 2001, the company went to public.  In 2002, “I am your idea” ad campaign succeeded the company’s new tag line “Innovation Delivered.”  In less than three years the brand “Accenture” has become ranked as one of the world’s 100 most valuable brands.

 In 2003 Tiger Woods was the first player to win all four World Golf Championships.  He won the World Golf Championship again in 2004, to become the first player in the six-year history to win the event twice.  Tiger Woods, the No. 1 world golfer, won the final of the 2008 World Golf Championships in it’s 10-year history.

 Oct. 3, 2003 Tiger Woods, for his first B2B endorsement, became Accenture’s symbol of a new High Performance Business Strategy.  The theme line “Go on. Be a Tiger.” became part of the new performance business strategy and global integrated marketing program for Accenture.  The newly integrated campaign contributed to the company’s visibility nationally and globally in print, cable and network TV advertising in 27 countries.  Accenture, a high performance company, and Tiger Woods, a world champion golfer are perfect match.

 “For the past six years, Accenture and Tiger Woods have had a very successful sponsorship arrangement and his achievements on the golf course have been a powerful metaphor for business success in Accenture’s advertising.”

 Better levels of Awareness than before at Anderson Consulting  Advertising leads to 350% jump in consideration of purchase  Brand Value went up 7%  Ability of Service awareness went up 96%

 Overall after separation from Andersen Consulting Accenture's global awareness went up 76% from previous marks  IPO of 1.7 billion at a $14.50 stock price went up 80% by the end of their first year  Successful at repositioning and rebranding themselves  This was the largest initiative ever undertake by a professional services firm