Coursework.Info - Inspiration in an Instant

On the left is an image preview of every page of this document, and below are the first 150 words with formatting removed:

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 a good clear definition of the problem - well done. You could also add that in developing the new name and repositioning the business as a 'market maker' they would also want to transfer the brand equity from their previous brand name. Strengths Andersen Consulting has been the market leader in consulting industry. When re-branding itself, this point should be emphasized in the marketing program. There should be...

Get instant access

• Instant, unlimited access to our documents in full
• Swap your work for free access, or pay £4.99
• To see the full version of this document and 146,871 others

OR

Receive email updates for this category

• Simply tell us your email address and receive a weekly Study Help Email for FREE
• Receive 3 FREE essay views with each email
• Get all the latest essays from Coursework.Info & discussion from TheStudentRoom.co.uk