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Institute of Chartered Accountants

Business Problem

There are two professional accounting bodies in Australia: CPA and the Institute of Chartered Accountants in Australia (ICAA). Overall, awareness of these brands is low and there is little perceived differentiation between them, with misattribution of marketing efforts a common issue. As such, ICAA’s unique capabilities were not being translated into a source of competitive advantage. It was thought that ICAA’s identity and brand architecture may be hindering business growth driving confusion and diluting the power of the master brand. Brand Council’s brief was to review the brand architecture and identity and develop a solution that addressed the strategic issues.

Approach

The first step was to conduct a series of internal interviews to understand the strategic context and perspectives on brand meaning, identity and evolution. At the same time, we gathered a range of case studies both local and global to understand how other organisations with similar challenges had approaches the issues.

Brand Council is a strategic consultancy with a depth of experience in brand creation, brand building, brand transformation and brand refreshment.

Level 2, 50 Yeo Street
Neutral Bay, Sydney
NSW 2089
Australia

Phone +612 9033 8651
Fax: +612 9033 8600