Marketing Case Study: Accenture

Byron Hernandez Marketing September 5, 2012, 2012 Module 5 legal action 5. 6 CASE STUDY Accenture 1. How did Accenture transfer the brand equity from its real make out, Andersen Consulting, to the new play along name? The way that Accenture transferred brand equity from its reliable name to the new company name was by speci completelyy stigmatization the new one, and looking at a new name as a fresh start, re-introducing itself to its customers, and the world.With a new name, this al number ones them to start fresh without the scope of a history, and especially since the name was created by one of its employees, they took a jumbo risk in going with a made-up name, which after abundant research and implementing important decisions, seems to have paid off very sound for the company, both literally and figuratively. What they did was effectively transfer their new idea to customers, all the same time implanting their tradeing strategy.An example of this was while advertising in the newspaper, and an anticipated new beginning at the start of the following year with a clipping on the bottom corner of their pages. Accenture used advert wisely as well as c atomic number 18fully identified the tetrad characteristics that have an affect the marketing service. The divorce from Anderson ended up world a good thing for Accenture. 2. Evaluate the Accenture brand name development the six criteria detailed in the chapter.There are six different criteria that are detailed in this chapter that can be used to evaluate the Accenture brand. The prototypical one says that it should suggest something about the products benefits and qualities. For this particular example, Accenture is send away on that. The password is a conspiracy of accent and future(a). They wanted to re-invent themselves, market a new name, while keeping the companies values for what they really were, and what obscure themselves from their parent company.Having an accented future, or perhap s having an accent and a future easily distinguished this firm from its parent company and non precisely was a new innovator born, but not much was helpless in the transferring and separation. The second one is that it should be easy to pronounce, recognize, and remember. It could be problematic on how to pronounce Accenture, depending on your grammatical education, yet it does have a flow, it is recognizable, and can be remembered. It has a futuristic feel to it, and incredibly is a made up word.Third, the brand name should be distinctive. Clearly, Accenture wins a money medal for this one. You cant get more creative than climax up with your very own name for a company, and making up a word that puts a label on a $15 billion dollar company, isnt the easiest task to do. The fourth criteria says that the name should be extendable. For Accenture it could have a million possibilities, unless you knew the history of the company, or how they were formed, you could potentially prete nd that Accenture was a car company.Fifth, the name should translate easily into foreign languages. Im not so sure about this one, given that Accenture is combination of two words in the English language, but it could have a French origin feel to it. The last criteria, mentioned in this chapter say that the name should be capable of registration and legal protection. Clearly with a word that is made up, I think the legal infringes become significantly low and can easily be registered. 3. How did Accenture use the requirement to rename the company as an opportunity to reposition itself?Accenture used these requirements to rename the company and as an opportunity to reposition itself by giving new definition to the company. With a new name, and a made up name, it allowed for the company to start with a name that didnt have any history which allows them to put themselves in the market with new explanations of who they are, and what exactly they do. This divorce from the parent company, essentially not only opened new market opportunities with their customer base, but allowed board for new customers as it being a company they had never hear of.