GOALS set by the Company:
Choose the new name of Andersen Consulting>>>>>>>>>>Market Research on Various Names>>>>>>>>>>Accept Accenture as their new name>>>>>>>>>>Logo Finalization>>>>>>>>>>Company notifying people through ads that from 2001 the name of the company would be Accenture >>>>>>>>>> new ad campaign launched as; “Now it gets interesting” to conveyed the message to people how they could help with more advanced technology>>>>>>>>>>To generate new ideas they launched new campaign: “I am Your Idea” >>>>>>>>>>“High performance. Delivered.” The next ad campaign to show the world about their credibility >>>>>>>>>> New ad campaign “Go on. Be a Tiger” and to achieved this Goal they appointed Tiger woods as their brand ambassador>>>>>>>>>> Marketing research reveled it has 50% awareness in the market, which was almost equal to their old name.
Step by Step Guide how they did it...
1. Originally named as Andersen consulting created on 1989 as a part of Arthur Anderson.
2. In the year 2000, Anderson consulting won the right to divorce itself from Arthur.
3. By the order of Court, Andersen Consulting had to change its name, and have to pay $ 1.2Billion to Arther
4. Company challenged its employees to suggest a New Name.(Internal Contest)
5. More than 2500 entries.
6. Market research on various names (surveys of targeted customers)
7. Accepting the name “Accenture” as marketing research reveled word “acc” connotes ‘accomplishment’ and ‘accessibility’ name sounds like “adventure”.
8. Logo finalized as (>) signifying its focus on future.
9. Company notifying people through ads that from 2001 the name of the company would be Accenture.
10. 1.1.01 the new name revealed to the world, with a slogan “renamed, redefined. Reborn”
11. Total spent on rebranding was $ 175 million.
12. On Feb 01, new ad campaign launched as; “Now it gets interesting” to conveyed the message to people how they could help with more advanced technology.
13. Success of the campaign can be measured by the increased number of traffic to their website.
14. The very next campaign is “I am Your Idea”
15. “High performance. Delivered.”
16. Appointed Tiger woods as their brand ambassador.
17. New ad campaign “Go on. Be a Tiger”
18. Marketing research reveled it has 50% awareness in the market.
All i can conclude is this Rebranding with so much success is the inpiration for other big companies & Great opportunity to learn for the Students of Brand Management.
Hope you like my presentation, Ask below as comment if you have any query.
