R E B R A NDIN G

A G L O BAL
BRAND

SOURABH | SANDEEP |
SHAILJA
Perceived
Capabilities
IBM
McKinsey

Busines IT
s services
Strateg
y

Anderson
Consultancy
 CBBE
Resonance

High Retention
Percentage
Judgement Feelings
CredibilityCredibility
Leader
Pioneer
Performance Imagery
Good Value Creative
Innovative

Salience
High Awareness & Consideration Levels
Cateogory: Business Strategy| Information
Technology
Factors that led to building of
the Brand Equity

• Aggressive Advertising
• Extensive Market Research
• Pre and Post Marketing Campaign
Tracking
• Globally Integrated Advertisement
Program
• Breakthrough Approach to
Advertising
• Brand Image Strengthening Activities
Evaluating Accenture Brand
Name
• Memorable: AC (Familiarity) + Adventure
(Rhyming)
• Meaningful: an Accent on
the Future
• Likable: Catchy, Approachable &
Distinctive
• Transferable: Positive connotation in 200
languages
• Adaptable: Abstract can have various
interpretations
• Protectable:
 Transferring
Brand Equity

Accenture

A nderson
Consulting
Comparison
+
ccent
re
•

•
Accenture Vs IBM
Combination of industry,
functional and technical skills
Recognized brand and geographic
reach
Heavy Investment & Strong
Positioning in:
-
•a b ility to in clu d e a la rg e r vo lu m e o f
e fficie n cy -b a se d d e a ls in its
p o rtfo lio o f se rvice s is a ch a lle n g e
•sp e cific ta sks a n d re so u rce s a re
p rice d a t a p re m iu m
•La cks th e a b ility & re so u rce s in IT
th a t IB M e n jo ys
– global delivery models
– partnering relationships
with the leading
technology vendors.

IBM •Most extensive combination of

technical and process skills
•clients often cite variability in
resourcing of projects
•has continued to make •It is perceived to have lesser
significant investments in capabilities in business
intellectual property to strategy
reduce the time to market and
increase global delivery
capabilities
Tiger

•leader •sophisticated
•honest
•successful •tough
•sincerity •cheerful
•intelligent •down to earth •reliable •daring
 Tiger & the Brand

• the world's ultimate symbol of High

Performance
• served as a Metaphor for Accentures
commitment to helping companies
become high-performance businesses
• The ads showed demand of Optimum
performance in Stressful and
Competitive environment which could
only be done through strength,
mastery, discipline and relentless
focus
•
Thank You