- Enterprise IG, the global brand and identity consultancy of WPP, and its sister company Research International, have been appointed to carry out a global brand positioning programme for Arthur Andersen.
Arthur Andersen will use the analysis to develop its global positioning and assist in future brand development.
Enterprise IG is the global brand and identity consultancy of WPP with offices in North America, Asia-Pacific and Europe. Research International is the world's largest custom market research firm.
Jim Wadia, Worldwide Managing Partner of Arthur Andersen, said: "Arthur Andersen's commitment to its brand represents a significant investment for the firm. Understanding and managing the Arthur Andersen brand will continue to play a vital role in the organisation's business strategy and its long-term success."
Enterprise IG has worked with other global clients such as BP, Standard Chartered and Hilton, assisting in the strategic management of their brands.
Dave Allen, Chief Executive (Europe) Enterprise IG, said: "As companies continue to find it harder to differentiate themselves on issues such as availability, product or service innovations and price, many are coming to the conclusion that the route to achieve a distinctive reputation is through their brand."
He added: "The most successful companies of tomorrow will be the ones that use their brand promise as the central organising thought for their whole business - and for those whose product is their people - this has enormous implications for their culture and behaviour," Allen concludes.