Defining a Brand, Case Study Example

Brand

Accenture defines itself as an industry leader in systems integration consulting. Accenture also emphasizes the diversity of its workforce which comes from a wide range of cultural backgrounds. Similarly, Accenture also emphasizes the fact that it’s a global brand which can meet the needs of both public sector and private sector clients in almost any country. Despite being an industry leader and a big organization, Accenture emphasizes the fact that it is also at the leading edge of innovation and sets performance benchmarks in the industry. The company defines its mission as helping its clients achieve higher levels of efficiency. Accenture also portrays itself as a reliable brand that can even meet tight deadlines without sacrificing the quality of the product/services. For example, it claims to have helped launch a Canadian Satellite Radio in just 12 weeks. Accenture tries to differentiate itself from the competition on the basis of quality as well as collective knowledge and experience of its employees.

Credibility

The company makes the claim that it has successfully completed several large-scale projects and in order to establish credibility, it offers example of numerous projects in different countries. The clients Accenture has successfully served include Ceglee, Shell, U.K. Department of Work and Pension, and BASF. The company also attempts to establish its credibility by giving specific data such as the time duration it took for the project to be completed or the estimated savings in time and economic resources to the clients.

Accenture also tries to establish its credibility as a market leader and an innovator by specifically mentioning its annual expense on employees’ training which is $900 million per year. The video also contains testimonials from actual employees from all over the world in order to establish the fact that Accenture is an interesting place with highly-satisfied employees. The credibility is also strengthened by the fact that employees describe their work which reduces the probability of them being paid actors. In order to emphasize its international credentials, the testimonials do not only come from the U.S. but also other counties.

Accenture also establishes its credibility as a market leader in systems integration by claiming that it has won more awards from SAP and Oracle than anyone else. For example, Accenture has won more SAP Pinnacle Awards than any other SAP partner and similarly, its employees have won twice as many SAP Diamond Circle Awards. Accenture also claims to have exclusive training facilities in order to train its employees in products from both leading database software providers.

The company claims to have completed around 4,000 information management-related projects since 2005 and its employees are usually involved in 750 information management projects any given time. These statistical figures give confidence to prospective employees that Accenture has extensive experience in providing information management products and services.

Products/Services

The company provides system integration services to both small and large companies and in both the public and private sector. The company serves multiple industries and provides consulting services all over the world. Since the company’s goal is to help clients significantly improve their operating efficiency, its system integration services usually revolve around information technology. The company doesn’t offer uniform products/services but instead sits with every customer to understand their problem or unique needs and then offer customized solutions. In addition to systems integration services, Accenture also provides human capital to its clients all around the world. In other words, Accenture is also a player in the market for outsourcing. In addition to systems integration and human capital services, the company also offers information management services to its clients.

Work Cited

Accenture. (n.d.). Systems integration consulting careers at Accenture. Retrieved October 31, 2013, from http://www.youtube.com/watch?v=JqVo74f2f_s