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