Remember Andersen Consulting? One of the world's largest consulting firms, Andersen Consulting enjoyed tremendous name recognition and worked with some of the largest companies worldwide include 87 of the Fortune Global 100. But today, you're probably more familiar with the company's new name, Accenture. Accenture is a global management consulting, technology services, and outsourcing company. In 2001, a court ruling forced the company to change its name, jeopardizing the fern's brand equity. Rather than viewing the name change as a setback. Accenture's marketing executives used it as an opportunity to reposition the company and reintroduce it to customers.\
The name Accenture, a combination of the words accent and future, was suggested by an Andersen employee and was received with considerable excitement by customers. Some skeptics wondered about the effectiveness of a "made-up' name that had no real meaning. However, others sate it as an opportunity to start fresh and create new positioning with a name that carried no previous baggage. Today, Accenture's annual revenues total more than $15 billion. Perhaps more importantly, the new company earns the same or even more brand recognition and brand equity than it did under its old name.
After viewing the video featuring Accenture, answer the following questions about branding strategy.
1. How did Accenture transfer the brand equity from its original name, Andersen Consulting, to the new company name?
2. Evaluate the Accenture brand name using tine six criteria detailed in the chapter.
3. How did Accenture use the requirement to rename the =pry as an opportunity to reposition itself?