The global body for professional accountants 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

“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

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 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. Marketing a Brand Globally

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

Global Forums

The global body for professional accountants THE THEMES EXPLORED 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 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:

The global body for professional accountants Summary & Conclusion.

The global body for professional accountants CPA firms and brand integrity. 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