Introduction 
Accenture is one of the largest consulting firms in the world and one of the largest computer services and software companies. It has more than 266,000 employees in fifty-four countries and revenues of $27.9 billion in fiscal 2012. Through its network of businesses, the company enhances its consulting, technology, and outsourcing expertise through alliances, affiliated companies, venture capital, and other capabilities.
Background
Accenture was originally named Andersen Consulting and was created in 1989 as a part of Arthur Andersen. In 2000, Andersen Consulting won the right to divorce itself from Arthur Andersen after the parent company broke contractual agreements, moving into areas of service where Andersen Consulting was already an established leader. However, it then had to change its name. This was an extremely significant event, because Andersen Consulting had built up considerable brand equity in its name, partly by spending approximately $7 billion over ten years on building the name
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- Discuss the role of marketing research in helping Andersen Consulting select a new name (Accenture). If Accenture were to select a new name today, would social media research be helpful? If yes, how?
When the company challenged its employees to come up with suggestions for a new name by creating an internal contest, it meant that they had to undertake research. It is after that extensive marketing research that they came up with the name. If they were to rebrand again, research would play an even greater role.
