What is the brand?
The brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images or symbols. However, it also encompasses the set of expectations associated with a product or service which arise in the minds of consumers.
Introduction to the new name and the new brand
While we are justly proud of our longevity and our great tradition as the largest accounting body on the island of Ireland, our daily work as an Institute has as its core values innovation, dynamism and a capacity to adapt to change. It is in this context that, in September 2009, the Institute of Chartered Accountants in Ireland changed its title to Chartered Accountants Ireland. This new title places the emphasis on the Chartered Accountancy qualifi cation and recognises that it is the qualifi cation that binds together our members, students, volunteers, support staff and other stakeholders, not an institute that is more resonant of a bygone age.
The values of excellence and quality have been identifi ed with the term ‘Chartered Accountant’ since the foundation of the Institute by Royal Charter in 1888. We are committed to retaining these qualities into the future.
In changing how we describe ourselves, it was also the right time to re-assess our image, or how we want to be perceived. For this reason we have changed our corporate identity. The shield is back and the four strands represent the members from the north, south, east and west that make up Chartered Accountants Ireland. We will continue to remain the island’s foremost professional accountancy body producing professionals trained to serve and guide our business community.
The new title and identity encapsulates our determination to serve our members and students to the best of our ability and to build for the future.
Building the new brand
The strength of the Chartered Accountants Ireland brand rests on a focused and professional approach, central to which is the consistent reinforcement of the brand
mark and its correct usage. This works towards portraying a strong corporate identity and greater visibility for Chartered Accountants Ireland.
The language of the new brand
In describing this organisation, the full title Chartered Accountants Ireland should be used in full wherever practicable. Where there are numerous references to Chartered Accountants Ireland in an article, speech etc, it is permitted to refer to ‘Chartered Accountants Ireland’ as ‘The Institute’. CAI is not an approved abbreviation and is to be avoided.
In relation to the district societies, their correct titles are Chartered Accountants Leinster Society, Chartered Accountants Ulster Society etc. Again, where there are numerous references, the fi rst mention should give the title in full. Thereafter, approved abbreviations include ‘The Ulster Society’ or ‘Chartered Accountants Ulster.
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Domenica, 10 Giugno 2012 09:06
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