Brand Insights:
Principles of branding
and thought leadership
in the accountancy profession.
The global body for professional accountants
Good Afternoon.
The global body for professional accountants
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.
The global body for professional accountants
Branding and Change.
The global body for professional accountants
Competition.
The Client / the Customer
The global body for professional accountants
Competition & Change
=
Being client driven
Adding value
Advancing reputation
The global body for professional accountants
Global Branding.
Building Brand
Relationships
The global body for professional accountants
“A name, term, design,
symbol or any other feature
that identifies one seller’s
good or service as distinct
from those of other sellers.”
The global body for professional accountants
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.
The global body for professional accountants
Business and Consumer
brands.
- Business to Business
(B2B)
The global body for professional accountants
The global body for professional accountants
“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
The global body for professional accountants
Changing brand – mergers
The global body for professional accountants
Changing brand – the logo
change
The global body for professional accountants
The ACCA Brand.
The global body for professional accountants
The global body for professional accountants
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
The global body for professional accountants
ACCA Core Proposition
• “Professional, ethical accountants, who
are technically excellent, create public
value, think differently and add value to
organisations globally”
The global body for professional accountants
Drivers of brand value
• Awareness
• Reputation and Image
• Well respected qualifications
• Satisfaction and retention
The global body for professional accountants
Marketing a Brand
Globally
The global body for professional accountants
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 global body for professional accountants
Marketing a Brand Globally
• 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.
The global body for professional accountants
The global body for professional accountants
The global body for professional accountants
The global body for professional accountants
Research & Insights
“to be the leading global
professional accountancy body by
reputation, influence and size”
The global body for professional accountants
Research & Insights
“ACCA understands the business
world…”
“We meet the needs of customers and
our members…”
The global body for professional accountants
“He who gives shall
receive…”
舍得.
The global body for professional accountants
The global body for professional accountants
Global Forums
The global body for professional accountants
THE THEMES EXPLORED
•
•
•
•
•
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Audit and society
Corporate reporting
Risk and reward
Environmental accountability
Access to finance
Finance transformation
The global body for professional accountants
•Audit and society
•Corporate reporting
•Risk and reward
•Environmental accountability
•Access to finance
•Finance transformation
The global body for professional accountants
•Audit and society
•Corporate reporting
•Risk and reward
•Environmental accountability
•Access to finance
•Finance transformation
The global body for professional accountants
•Audit and society
•Corporate reporting
•Risk and reward
•Environmental accountability
•Access to finance
•Finance transformation
The global body for professional accountants
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
The global body for professional accountants
•Audit and society
•Corporate reporting
•Risk and reward
•Environmental accountability
•Access to finance
•Finance transformation
The global body for professional accountants
Thought Leadership
and Delivery
The global body for professional accountants
It’s all about the MEDIUM
•
•
•
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Roundtables and panel discussions
Blogs, commentary on social media
Expert opinions
Journals, magazines and websites.
The global body for professional accountants
Thought Leadership = Presenting Answers
Top down ideas? or Shared?
The global body for professional accountants
To access all the resources,
and to see more of ACCA’s
research and insights visit:
www.accaglobal.com/ri
The global body for professional accountants
Summary
&
Conclusion.
The global body for professional accountants
CPA firms and brand
integrity.
•
•
•
•
•
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Prove value of intangible assets
Build and protect reputation
Plan for innovation
Effective disclosure
Support pricing and investment
Promote transparency
The global body for professional accountants
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
The global body for professional accountants
Thank you.
The global body for professional accountants
The global body for professional accountants