Branding and Differentiation

Fiona Czerniawska

Chapter 7 in Management Consultancy in the 21st Century, 1999, pp 68-81 from Palgrave Macmillan

Abstract: Abstract Try this test: Which major Consulting firms, in their 1996 reports, said: ‘We are committed to proving value to our clients and achieving our vision of being recognised as the professional services firm that contributes the most to its clients’ success’? ‘We are meeting the market place by changing and evolving — doing what it takes to serve our clients and provide them with value that can’t be found anywhere else’? ‘Our strategic intent is to create value for our clients and to bring competitive advantage to their activities’? ‘We are an organisation that is committed to working together to deliver value. Our clients gain the greatest benefits from the firm when we work together with them and for them’?

Keywords: Intellectual Capital; Consult Firm; Marketing Department; Management Consultancy; Brand Strategy (search for similar items in EconPapers)
Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14873-8_7

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DOI: 10.1007/978-1-349-14873-8_7

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