Question: Considering the classic rebranding case study: ACCENTURE, ( 1 ) How did Accenture transfer the brand equity from its original name, Andersen Consulting, to the

Considering the classic rebranding case study: ACCENTURE, (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 the six branding criteria. (3) How did Accenture use the requirement to rename the company as an opportunity to reposition itself? (4) What marketing orientation does Accenture follow and why? Justify based on theory.

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