Rebranding a Global Brand

This report examines the rebranding process of Andersen Consulting, a global consultancy firm that separated from its parent company, Arthur Anderson. It analyzes the challenges faced by the firm, proposes alternative solutions, and provides recommendations for a successful marketing communication plan, including a budget and scheduling breakdown. Desklib provides past papers and solved assignments for students.

REBRANDING A GLOBAL
BRAND

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Problem identification and analysis........................................................................................2
Statement of major problems..................................................................................................2
Alternative Solutions..............................................................................................................3
Recommendations..................................................................................................................4
Implementation.......................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

EXECUTIVE SUMMARY
Rebranding a global brand is a complex process because in this, firm needs to
convenience buyers to give second chance to company and its services. Further, for public
acceptance the firm, plans various step for marketing as per leading competitors and for brand
equity. Report outlined the case study of Arthur Anderson & Company which has been separated
from parent company and now, it has planned to launch business as Andersen Consulting. The
report found problems which will come across at time of rebranding and repositioning like
competition, brand awareness and consumer trust. However, in accordance with the problem,
there are various alternative solutions which have been outlined such as social media advertising
or implementing use of segmenting, targeting and positioning, etc. Thus, it focused various
recommendations on the basis of theories for market communication plan. Hence, the report
concluded with implemented recommendations for successful marketing communication plan
for Andersen Consulting for which costed 25 Million pound.
INTRODUCTION
Rebranding a global brand is the risky process which holds equal chances of success and
loss of image. When rebranding organisation, the focus of company is on developing brand
equity as it helps the company in deriving consumer perception to its services (Di Cesare, 2012).
Report will evaluate the problem analysis of Andersen Consulting, global consultancy service
provider which was known as Anderson worldwide. However, due to conflicts between co-
partners because of breach of contract and agreements, the firm decided to work as a separate
unit. Thus, the report will outline statement of problem and will derive suitable solution for
rebranding Anderson Consulting.
MAIN BODY
Andersen Consulting is an accounting firm that was found by Arthur Anderson &
Company. The firm started working as a separate business unit where it faced difficulty in
positioning itself for which organisation implemented use of marketing strategies to develop
brand image. As per the situation, marketing consultation and strategies help the firm in
regaining image. However, for establishing image the business will focus on image initiative in
order to create awareness. Further, re branding and repositioning process in which the firm will
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name and structure will be revealed. Thus, to accomplish all these changes, the consulting firm
will make use of appropriate marketing strategies which will be used as per the identification of
problem.
Problem identification and analysis
The problem of consulting firm arises with conflicts between co-partners of consultancy
firm due to breach of contracts and agreement that led to separation. Arthur consultancy now is
facing big time competition. Therefore, it is important for the owners to derive market image of
the business in order to develop its existence. Further, when launching organisation in market, it
is important for the firm to create awareness about its products and services on the basis of which
it will be recognised (Griff Round and Roper, 2012). However, problem with Andersen
Consulting with new image initiatives will be market position, consumer base, an innovation in
consultancy services, because the industry holds strong control over customers which has
increased the competition. In accordance with rebranding, it has been identified that it is
important for Anderson to develop its own brand equity apart from Arthur Anderson &
Company. Further, deriving use of the best marketing tool to promote brand equity and re-
launching similar operations is the critical point of discussion for firm.
Statement of major problems
Developing new positioning at global level to meet the customer needs and requirement
has become major problem for the firm because in order to grab market opportunities, it is
important for company to innovate its services with regard to competition with parent
establishment. As per the managing director of firm, it has been discovered that it is difficult for
consulting entity to attain leadership. Another problem for the Anderson Consulting is measuring
brand equity against its four biggest competitors, that is, IBM, Ernst & Young, McKinsey and
EDS. However, finding new name of the firm is another concern. In addition, it can be stated that
analysing marketing tools and their uses to create awareness is the problem which needs to be
addressed at the time of rebranding (Chabowski, Samiee and Hult, 2013). The major problem of
firm will be to gain consumer trust because there are people who understand reason behind re-
launch and then consumer seeks for accounting advice, where the focus of individual is on
successful functioning of business. However, the conflict and separation between Anderson
worldwide and consultancy will impact rebranding functions of company.
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Alternative Solutions
To gain leadership position, the managing director for firm stated that it is important for
organisation to transform its business and market operations according to global level
competitors. With regard to prior problems of rebranding, it is important for the consultancy
organisation to transform trends and implement utilization of the best practices by implementing
use of global knowledge. Therefore, it is important for the company to re-launch its vision
keeping in mind consumer satisfaction which is to create platform for helping customers with
their future (Miller, Merrilees and Yakimova, 2014). Accordingly, to attain competitive position
over brand equity, it is important for the firm to make use of appropriate marketing tools like,
social media advertising, personal interaction, global corporate events at the time of rebranding.
Developing effective public relation is the plan which helps the organisation in creating
global awareness about its consultancy services. Further, when rebranding consultancy services,
the focus of firm will be on three elements that is listening in which the focus of management
will be on creating global awareness about its consultancy services. However, to meet
requirement of listening the organisation implements use of social media advertising where firm
focuses on audio visual representation for which the company implements use of commercials.
However, the designing of commercial will be on the basis of company and its unified services.
On the other hand, Anderson Consultancy will aim at delivering in which the aim of
enterprise will be based on transforming services with regard to competitors. Moreover, at the
time of delivering, organisation will focus on enabling consumer access to all information where
management will focus on sharing reasons behind re-launch (Lambkin and Muzellec, 2010). In
this, focus of entity will be to gain consumer trust for which the firm will implement the use of
ethical way of reaching consumers.
Interaction with potential customers incorporate event and sharing details about
transformed service that is the alternative solution which helps Anderson Consultancy in
successful rebranding and repositioning. The last and most important element of rebranding is
convincing because at the time of re-launch of any firm, consumer seeks for reason behind re-
launch. Thus, in this step, the organisation aims at developing brand equity as asking buyers
second chance to accept its services. In this, the firm will ensure that consumers are satisfied
with shared information.
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Apart from this, implementing use of segmenting, targeting and positioning is the
approach which helps the firm in analysing consumer as per their requirement. With the help of
this approach, the organisation will be able to segment customers for accounting consultancy
services across the globe. Further, company will aim at positioning customers according to their
different requirements as per consultancy and will target individuals as whole. Nevertheless, the
approach helps enterprise in targeting customers as per their needs with one effective plan. Thus,
for repositioning brand, Anderson Constancy will implement the use of STP approach.
In addition, to make successful rebranding and brand equity (Guercini and Ranfagni,
2013), the firm will also implement the use of 3 p's of market communication that is push
strategy in which management of Anderson Consultancy will analyse competitors and the
uniqueness of their services. In this, individuals will aim at transforming services as per the
market requirements. Further, there is pull strategy which will assist the consultancy firm in
developing public relations with the help of marketing tools. It is the strategy that will aid in
promoting existence of firm before launch. In this step, the focus of firm is to attract customers
towards its launch. At last, the firm will aim at using profile strategy where the management will
focus on serving satisfaction to stakeholders by sharing all the plans of re-launch.
Recommendations
In accordance with rebranding and repositioning of Anderson Consultancy as per the
given case study, there are various recommendations which can be made to make its re-launch
successful at global level. Some core recommendations as per case analysis are given as
below:Company should first focus on creating awareness about re-launch for which the firm
needs to plan marketing communication plan. However, the plan will comprise of details of
entire process which will be considered before launch (Aljukhadar and Senecal, 2011). The plan
should comprise context analysis in which management will derive industry, consumers and
stakeholder issues. Apparently, analysis of issue will assist the firm in developing critical
understanding over the factors which need to be considered in order to transform re-launch
services in global market.
 The firm should frame objectives of market communication which will be focused on
brand awareness, sharing a voice, positioning services in global market against
competitors and projecting level of services. Deriving objectives will help Anderson
Consultancy in establishing a strong presence for rebranding.
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 The firm should implement use of Keller’s Brand Equity Model which is a pyramid that
helps organisation in developing identity in global world as per its services. This helps
the organisation in promoting awareness about its consultancy services (Liu and et.al.,
2017). Further, it comprises of meaning where the management can share its views over
consultancy services. Third step of pyramid is based on response with the help of which
Anderson will be able to analyse response of people on re-launch and rebranding. Thus,
last step of pyramid of equity model helps in developing relationship in between the firm
and its customers.
Thus, as per recommendations, it can be stated that it is important for Anderson company
to alter re-launch, branding and position plans in order to establish successful implementation
plan in comparsion to toglobal competitors.
Implementation
As per recommendations on re-launch, brand equity and positioning, firm can implement
recommendations according to the given process. The marketing communication plan will be
implemented and analysed by marketing team in following series:
Context Analysis
 In this, the manager will analyse competitor strategies and existence in global market.
 Consumer issues are key components of consultancy services which will be analysed by
marketing manager to derive the needs of transforming work (Shankar and et. al., 2011).
 In this step, the firm organises stakeholder’s meeting to develop understanding over their
key requirement. Re-launching and positioning as per stakeholder’s requirement is the
tool which will assist Anderson Consultancy in successful rebranding.
Objective for marketing communication will be
 Brand awareness
 Share of voice
 Positioning objective
 Project level of footfall
Keller’s Brand Equity Model and key Message
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Sharing every possible option as per your choice ad opinion
BUDGET AND SCHEDULING
Activities/Time May June Jul Aug Sep Oct Budget
Newspaper 2
Magazines 2
Digital
marketing
4
Promotional
campaigns
6
Direct mailing 2
Public relation
events
3
Corporate
Events
5
Television LAUNC 1
6
Illustration 1: Keller’s Brand Equity Model
Source: (Keller’s Brand Equity Model, 2017)

advertising H
TOTAL £25M
CONCLUSION
The report summarized about rebranding a global brand for which it outlined problems
faced by Anderson consultancy which is separated company and now planning to re-launch its
business operations with regard to parent company. The report outlined problems which are core
issues for organisation at the time of rebranding a position like brand awareness, convincing
global buyers to give second chance, etc. It outlined alternative practical solutions which can
assist the firm in managing rebranding like marketing or implementing use of STP approach.
Further, it outlined recommendations which are focused on marketing communication plan for
re-launch. Thus, the report concluded with implementation plan in which it outlines all
recommended measures which will be considered for marketing communication considering
budget and scheduling.
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REFERENCES
Books and Journals
Shankar, V. & et. al., (2011). Innovations in shopper marketing: current insights and future
research issues. Journal of Retailing. 87. pp.S29-S42.
Liu, Y. & et.al., (2017). The Effects of Products’ Aesthetic Design on Demand and Marketing-
Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency.
American Marketing Association.
Aljukhadar, M. & Senecal, S., (2011). Segmenting the online consumer market", Marketing
Intelligence & Planning. 29(4). pp.421–435.
Guercini, S., & Ranfagni, S. (2013). Integrating country-of-origin image and brand image in
corporate rebranding: the case of China. Marketing Intelligence & Planning. 31(5). 508-
521.
Lambkin, M. C., & Muzellec, L. (2010). Leveraging brand equity in business-to-business
mergers and acquisitions. Industrial Marketing Management. 39(8). 1234-1239.
Miller, D., Merrilees, B., & Yakimova, R. (2014). Corporate rebranding: An integrative review
of major enablers and barriers to the rebranding process. International Journal of
Management Reviews. 16(3). 265-289.
Chabowski, B. R., Samiee, S., & Hult, G. T. M. (2013). A bibliometric analysis of the global
branding literature and a research agenda. Journal of International Business Studies.
44(6). 622-634.
Griff Round, D. J., & Roper, S. (2012). Exploring consumer brand name equity: Gaining insight
through the investigation of response to name change. European Journal of Marketing.
46(7/8). 938-951.
Di Cesare, B. (2012). Rebranding and repositioning a global power brand: Accenture case study.
Online
Keller’s Brand Equity Model. 2017. [Online]. Available through: <http://www.free-management-
ebooks.com/news/kellers-brand-equity-model/>.
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