ADV 2151 Lecture Notes - Lecture 7: Accenture, Arthur Andersen
• Proactive Rebranding
o Sometimes a company sees a reason to rebrand to seize an opportunity or
thwart potential threats in the future
o Predicted Growth
▪ When a company is preparing for expected growth, it might rebrand
products and services into a consolidated brand.
▪ This is often done for consistency and to save money over time.
▪ This type of rebranding is also done when a company simply needs to
create a greater sense of brand unity across its business.
o New line of Business/Market
▪ When a company enters into a new line of business or market that is not
cohesive to the existing brand identity, a rebranding might be in order.
▪ Ex - Apple (Apple Computers) As the company evolved into new lines of
business beyond computers, the original brand name was too restrictive.
o New Audience
▪ When a company wants to appeal to a new audience, a rebranding might
be necessary.
▪ The rebranding might not require an actual name or logo change.
o Relevancy
▪ Whe a opa realizes its rad is losig relea i osuers’
minds, it might be time to rebrand.
▪ Ex. Yellow pages With the use of printed Yellow Pages directories
declining, Yellow Pages rebranded to YP and began to focus more
attention on the digital space making it significantly more relevant.
• Reactive Rebranding
o Companies rebrand in reaction to an event that is so significant that the existing
brand must be changed.
o Merger or Acquisition
▪ When companies merge or acquire other companies (and even when
they break apart), rebrandings are often required.
▪ Ex.
Coast’s Purhase of NBC
o Legal Issues
▪ There are a number of different legal issues that could cause a
company to rebrand.
▪ Trademarks are often at the root of these reradig eaples. That’s
h it’s so iportat to odut a ehaustie tradeark searh ad
obtain the trademark rights to your brand name before you launch it.
o Competitive Influences
▪ Soeties a opa’s opetitors’ atiities a e the atalst to a
rebranding.
▪ When a competitor renders your brand useless or dated, a rebranding
could help you regain a foothold in your market and give you the facelift
you need to effectively strike back.
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Document Summary
Co(cid:373)(cid:272)ast"s pur(cid:272)hase of nbc: legal issues, there are a number of different legal issues that could cause a company to rebrand, trademarks are often at the root of these re(cid:271)ra(cid:374)di(cid:374)g e(cid:454)a(cid:373)ples. It was part of a larger company along with the accounting firm arthur. Andersen that was tied to the collapse of enron. Andersen consulting was granted independence from its parent company in 2000, and on new. Year"s da(cid:455) (cid:1006)(cid:1004)(cid:1004)(cid:1005), the (cid:272)o(cid:374)sulti(cid:374)g (cid:272)o(cid:373)pa(cid:374)(cid:455) (cid:449)as re(cid:271)or(cid:374) as a(cid:272)(cid:272)e(cid:374)ture: a corporate (re)branding project can be broken down to 9 key steps, establish the reason for (re)branding. Be sure to have plans in place for potential negative backlash a new brand can cause: launch the new brand internally. Provide training and education to employees and ensure employees understand, buy into, and advocate the new brand: 7. Ensure first-line employees are extremely well-versed in and supportive of the new brand identity: 8.