accenture >- A global Professional services

company.- Provides consulting services in digital,

technology and operations.- World’s largest consulting firm as

measured by revenues.- It is a Fortune Global 500 company.

In 1989, Arthur Andersen and

Andersen Consulting became separate units of Andersen Worldwide Sociētē

Cooperative.

Throughout the 1990’s there were

disputes between the two companies.

Andersen Consulting was paying Arthur

Andersen 15% of its profits. The disputes finally led to a split.

On 1 January 2001, Andersen

Consulting adopted its current name,

“Accenture”.

The word “Accenture” is

supposedly derived from “Accent on

the future”.

How did they do it??

Accenture name was adopted and

company launched a global advertising,

marketing, and communications

campaign .

Accenture’s brand equity increased 11

percentage points in the first year and the number of firms that

inquired about its services increased

350 percentage points.

The campaign targeted at its

clients and prospects, all partners and

employees, media, leading industry

analysts and academia.

Awareness of the company’s breadth

and depth of services reached 96 percent of its previous level and

awareness of its services topped 76% of its previous level.

In 2002 the tagline “Innovation Delivered” was

supported by the statement “From innovation to

execution, Accenture helps accelerate your vision.

In 2003, Accenture built upon the “Innovation Delivered” theme and

announced its new tagline, “High Performance.

Delivered”.

Accenture spent nearly $300 million in ads that mostly featured Tiger

Woods, alongside slogans such as “We

know what it takes to be a Tiger” and “Go on. Be

a Tiger.”

The campaign capitalized on Wood’s international appeal, ran all over the world, and became the

central focus of Accenture-sponsored

events such as the World Golf Championships and the Chicago Marathon.

In 2011, Accenture launched the “Greater Than” campaign to an international audience

across 35 countries. The company conducted extensive research to ensure that its brand

positioning “High Performance. Delivered” was relevant to business

leaders.

The campaign highlighted successful

case studies from clients like Unilever, Starwood Hotels, and Caterpillar

and focused on Accenture’s capabilities

in areas such as emerging technologies and globalization. The “greater than “ symbol

was used as a major element of the

campaign

Digital,

Worlds’s largest

consulting company in consulting.

Technology,

It was a part of Arthur Andersen

group initially.

Accenture is a global

professional services

company and provides

consulting services in

and operations.

As of 2015, the company reported net revenues of

$31.0 Billion.

Created by Shipra Singh, PGDAV College, University of Delhi, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.