Analysis of the recent re-branding of Andersen Consulting as 'Accenture'

The marketing problem that Andersen Consulting faced in the need to re-brand after the split is to select a company name to position themselves clearly in the customers' minds. The name should support their strategic objectives and positioning strategy. In services, a company name is its brand, which is a promise to its customers. For Andersen Consulting to re-brand themselves as 'Accenture", SWOT analysis should be performed and marketing mix should be considered. This is …

…been done differently. Customer satisfaction survey should be performed to monitor and manage customers' expectations and perceptions. Benchmarking should be done for professional performance. Why? In conclusion, in the long run, strong performance of the company helps to promote the brand and build up brand image. The quality of service determines the success of the image. Therefore, 'Accenture' have to maintain their high quality service so as to make 'Accenture' a successful well-established brand. Agreed.