Case Study

Andersen Consulting's global brand campaign

20 pages
October 1999
Reference: IMD-5-0551

In November 1998, two months after the new global brand advertising campaign (entitled “Constellations”), Jim Murphy, global managing director for Andersen Consulting is assessing the global branding campaign as well as determining what Andersen Consulting needs to do next. The case allows for discussion of the role of global branding & advertising for consulting services. The case also highlights the difficulties of balancing the local marketing needs with a global branding effort. A videotape is available to show the history of advertising at Andersen Consulting from 1989 to 1999 as well as the Brand Launch to Andersen partners internally on June 10th, 1998.

Keywords
Global Branding, Consultancy
Settings
Global
1998
Type
Field Research
Copyright
© 1999
Available Languages
English
Related material
Teaching note, Video
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