Marketing 2 Assignment Example | Topics and Well Written Essays - 500 words - 1

Marketing 2 - Assignment Example g undertaken also they designed teaser campaign for the firm’s rebranding process also a graphic was released which showed the repealing of old and evolution of a new identity on ’01.01.01’ (date of launch)(Rebranding and Repositioning a global brand. 29 legal firms all around the world were coming up with marketing strategies and advertisements which repeatedly captured the rebranding of Andersen Consultancy and the idea that firm was evolving into a bigger and better place. Through this extensive research and massive marketing the firm transferred its brand equity from Andersen to Accenture which itself was derived from two words ‘assent’ and ‘future’, the idea of providing more and broader services than ever before. (Accenture) (Accenture, 2002) A. The shift in the Brand name as mentioned previously was a result of a legal decision which if not handled properly might have resulted in the collapse of a giant of that time. This rebranding was not a result of an innovation or anything. Criteria to evaluate the new brand name revolved around the question, that what innovation was the firm offering after this huge makeover. Business reengineering, Business Integration, Specialist in Technology, More and broader services, Masters in the field and Leaders of Future were the six agenda’s set by the firm at the time of rebranding. In the light of these criteria Accenture is the perfect fit for the company since its name in itself speaks of future and is innovative in nature too. The conversion was no less then reengineering and transforming the firm into a whole new platform, for people to look up to with a guarantee of receiving the best at their footsteps. (Accenture, 2002) A. Accenture used this opportunity of renaming itself to reposition the brand in a whole new dimension. While this process of repositioning was undertaken the company and its legal and marketing advisors kept this fact in mind that the services of consulting being performed by the

How are the banks affecting the US economy thanks to the TARP and Essay

How are the banks affecting the US economy thanks to the TARP and other bailouts from the US government - Essay Example This research report looks into the bank effects on the United States Economy, after the bailout plan, and how the banks have coped with the plan in their economic functions which according to Fusan, R., (2008, pg 1095), include netting and settlement of payments, through collection and paying agents for customers, clearing and settlements of payments which enables them to economize on reserves held for such settlements of payments, since inward and outward payments offset each other. They also play a vital economic role in credit intermediation, through borrowing and lending back-to-back on their own account as middlemen. Therefore, with the economy maimed to the point where the bank roles were threatened, the Government through its responsibility as the economic overseer intervened to allow them to borrow more on demand debt as well as short-term debt and to provide more long term loans. The borrowed money would mainly maintain cash reserves, invest in marketable securities that can be readily converted into cash if needed and raising replacement funding as required from various sources such as whole sale cash markets and securities market (Fusan, R., 2008, pg 1102) According to Alfred and Yalata, (2009, pg 300), the banks that agreed to receive preferred stock investments from the US Treasury included Goldman Sachs Group Inc, J.P. Morgan Chase & Co., Morgan Stanley, Bank of America Corp., Citigroup Inc., Bank of New York Mello