ACCA shares ideas on how accountants can benefit from global branding in China | ACCA Global

ACCA shares ideas on how accountants can benefit from global branding in China | ACCA Global: "Professional accountants benefit from global brands and they also build and develop them through their skills and expertise' said Neil Stevenson, executive director-brand at ACCA (the Association of Chartered Certified Accountants), in a presentation he gave to delegates from CICPA (China Institute of Certified Public Accountant) in Beijing, about the principles of branding and how it applies to the accountancy profession.

Mr Stevenson adds: 'We see the value of branding in the ability to differentiate the offering of a particular firm and to provide a compelling reason for the client to choose that firm over other providers. In an increasingly competitive world, this is of increasing importance to the long-term success of the firms. The difference lies in image, public value and people in the firm who embody the brand and its values.'"

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