Our brand promise fundamentally stems from our members, who possess the skills required by employers across all sectors and who commit to high standards of professional conduct and ethics, and to ensuring their skills and knowledge remains up to date. For ACCA, therefore, our qualifications, professional standards, support for lifelong learning and our programme of global quality assurance and regulation directly support our brand reputation. To achieve the brand recognition members desire, we invest in our reputation and influence with employers around the world. More widely, our ability as an organisation to innovate and lead and shape the future of the profession helps define our reputation and influence in the marketplace. To achieve this, we need to present our brand consistently in all markets and communicate our brand promise widely through all available channels – and increasingly online.
We need to ensure we develop leading research and insights and consistent and compelling policy positions which influence the debate and are represented in the right forums. The ability to create and innovate links directly to the quality of our employees and their belief in our strategy and core values, and the strength of the relationships we enjoy with employers, members, academics, standard setters and other influencers.
We also need to ensure customers have access to effective, online service support to ensure the brand is known for consistent and reliable customer service.