Remaking the Arthur Andersen Brand

$43.00 plus tax (Refund Policy)

Buy Article:


Arthur Andersen is a multidisciplinary global professional services firm with nearly 80,000 employees in 84 countries. On January 24, 2000 the company announced a new strategic business focus that would enable it to capture better the growth potential afforded by the new economy. Along with a new strategy, Arthur Andersen also unveiled a drastically different visual identity and brand positioning, as well as a new brand architecture, representative of the firm's new vision to become ‘the partner for success in the new economy’. Examined here are some of the factors that impelled the firm to make these changes.Corporate Reputation Review (2000) 3, 360–364; doi:10.1057/palgrave.crr.1540126

Document Type: Research Article


Publication date: October 1, 2000

Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more