Lessons from Accenture's 3Rs: rebranding, restructuring and repositioning

Author: Kaikati J.G.

Source: Journal of Product and Brand Management, Volume 12, Number 7, 2003 , pp. 477-490(14)

Publisher: Emerald Group Publishing Limited

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Abstract:

This article analyzes Accenture's reincarnation by pinpointing the main lessons that might be emulated by other companies contemplating going down the three-pronged road to rebranding, restructuring and repositioning. Its objectives are three-fold. First, it traces the company's heritage and highlights that it pioneered the splitting of consulting from accounting activities. Second, it discusses the three pillars of Accenture's transformation involving rebranding, restructuring and repositioning campaigns. Finally, it recognizes Accenture's two leaders who transformed this company from merely good to truly great in a relatively short time.

Keywords: Rebranding; Organizational Restructuring Corporate Branding; Consultants

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10610420310506038

Publication date: 2003-11-12