Accenture's 25-Year Legacy: From Naming to Global Growth

In-Depth Analysis

### Background The rebranding of Andersen Consulting into Accenture was triggered by a legal ruling requiring the separation from its parent company, Arthur Andersen. This necessitated a rapid and comprehensive rebranding effort, involving all levels of the organization.

### The Naming Process - **Timeline:** The rebranding had to be completed within four months. - **Employee Involvement:** A company-wide initiative, "brandstorming," was launched to gather name suggestions from 65,000 employees. - **Legal and Linguistic Vetting:** Over 550 names were legally screened, with 51 passing the initial vetting process. These names underwent market research and linguistic checks in 65 languages across 47 countries.

### The Selection of Accenture Accenture emerged as the leading choice due to its familiarity (stemming from Andersen Consulting's abbreviation, AC) and its strategic implication of an "accent on the future."

### Growth and Financial Performance - **Workforce Expansion:** Accenture has grown from 65,000 to 779,000 employees. - **Revenue Increase:** The company's revenue has increased from $11.44 billion to $69.67 billion. - **Stock Performance:** Accenture's stock opened at $251.03 on a recent Tuesday, with a market capitalization of $165.29 billion. - **Investment Activity:** Logan Capital Management Inc. reduced its position in Accenture by 7.8% during the second quarter.

### Analyst Ratings and Dividends - **Analyst Ratings:** Accenture has a consensus rating of "Moderate Buy" with an average price target of $297.48. - **Dividend Increase:** Accenture recently increased its quarterly dividend to $1.63 per share, representing an annualized dividend of $6.52 and a yield of 2.6%.

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FAQ

Takeaways

• **Strategic Branding Matters:** Accenture's rebranding demonstrates the importance of strategic branding in corporate evolution.
• **Employee Involvement Can Drive Success:** Engaging employees in key initiatives like rebranding can lead to innovative solutions and a sense of ownership.
• **Adaptability is Crucial:** The ability to adapt to changing circumstances, as demonstrated by Accenture's rapid rebranding, is vital for long-term success.
• **Investment Considerations:** Keep an eye on institutional investment activity and analyst ratings to make informed decisions about Accenture's stock.

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