the global body for professional accountants brand insights: principles of branding and thought...

The global body for professional accountants

Brand Insights:

Principles of branding and thought leadership

in the accountancy profession.


Good Afternoon.


Agenda

• Branding in accountancy

• The relevance of branding to professional accountants

• Future issues in the profession

• Research and insights and how they support the brand.


Branding and Change.


Competition.

The Client / the Customer


Competition & Change=

Being client drivenAdding value

Advancing reputation


Global Branding.

Building Brand Relationships


“A name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”


Key ingredients of brands.

• A clear global identity and image• Distinct and different position in the

client or customer’s mind• Consistent and long term values• Awareness and recall• Consistent experience• A brand that works across countries and

cultures• A CSR focused agenda.


Business and Consumer brands.

- Business to Business (B2B)


“Brands don’t exist just as a construct; brands need to be beautifully designed. I mean that in terms of a process to get to the right answer and also a process to implement the solution and make sure it’s executed brilliantly.”

Rita Clifton, chairman of Interbrand


Changing brand – mergers


Changing brand – the logo change


The ACCA Brand.


ACCA’s story• Consistent mission since 1904

• Core values: opportunity, diversity, integrity, innovation, accountability

• Global membership organisation: ‘The global body for professional accountants’

• Genuinely global (outlook, values, network, membership)

• Inclusive, ‘accountancy without artificial barriers’

• Unique: ACCA is the brand and the designation

• Aligned to employer needs: skills, values, global reach and consistency


ACCA Core Proposition

• “Professional, ethical accountants, who are technically excellent, create public value, think differently and add value to organisations globally”


Drivers of brand value

• Awareness

• Reputation and Image

• Well respected qualifications

• Satisfaction and retention


Marketing a Brand Globally



• Tension between two things:

1. Efficiency gains from standardised production, distribution, marketing and management costs

2. A customer need for you to seem “local” and relevant to them.


• The core proposition has to stay the same everywhere

• Certain visual brand elements stay the same everywhere in order to communicate that fact e.g. logo, colours, font

• Subsidiary brand value can be flexed in order for the brand to resonate locally

• Certain visual elements can be flexed.



Research & Insights

“to be the leading global professional accountancy body by

reputation, influence and size”


Research & Insights

“ACCA understands the business world…”

“We meet the needs of customers and our members…”


“He who gives shall receive…”

舍得 .


Global Forums


THE THEMES EXPLORED

• Audit and society• Corporate reporting• Risk and reward• Environmental accountability• Access to finance• Finance transformation


•Audit and society•Corporate reporting•Risk and reward•Environmental accountability•Access to finance•Finance transformation


The financial system: the investor view

•global policy should take into account the wider picture between different areas of accounting•investor confidence can be enhanced if we talk more about the benefits of standards and reporting•enhancing all areas of governance can lead to improved corporate performance and improve companies’ investment prospects


•Audit and society•Corporate reporting•Risk and reward•Environmental accountability•Access to finance•Finance transformation


Thought Leadership and Delivery


It’s all about the MEDIUM

• Roundtables and panel discussions• Blogs, commentary on social media• Expert opinions• Journals, magazines and websites.


Thought Leadership = Presenting Answers

Top down ideas? or Shared?


To access all the resources,and to see more of ACCA’s research and insights visit:

www.accaglobal.com/ri


Summary &

Conclusion.


CPA firms and brand integrity.

• Prove value of intangible assets• Build and protect reputation• Plan for innovation• Effective disclosure• Support pricing and investment• Promote transparency


Conclusion.“The leading listed companies in China have long recognised the importance of disclosures. No longer satisfied with mere compliance, they leverage regular and proactive disclosures to enhance their brand value, shape their corporate culture and establish close relationships with capital markets to facilitate future financing opportunities.”

ACCA and Shanghai Stock Exchange disclosures study


Thank you.

the global body for professional accountants brand insights: principles of branding and thought...

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