Research On Brand Building Of Z Accounting Firm

For the market,brand is a kind of strategy;for the industry,brand is a typical representative;for accounting firms,brand is the carrier of culture;for customers,brand is the criterion of choosing one.At present,due to the serious homogenization of services and channels,accounting firms are faced with the dilemma of small service premium space and vicious low-price competition.Building a strong brand is an important method for accounting firms to survive under the challenges and establish competitive advantages.At the same time,a series of regulations,standards and management systems promulgated by the CPA industry in China also provide a good opportunity for the healthy development of this industry.Therefore,accounting firms should pay attention to brand building and improve brand awareness,which is not only the inherent need of itself,but also the requirement of this era.In this a critical I will list related theories of brands and branding building,and then through case investigation,comparison analysis,combining qualitative analysis with quantitative analysis and other research methods,on the basis of the existing theoretical research combine brand and firm connotation,quality,to analyze the present situation of our country accounting firm branding.With Z accounting firm as the research object,made a comprehensive analysis on the internal and external environment,referenced an institute of certified public accountants issued "accounting firm comprehensive evaluation method",and chose the representative evaluation index.Then evaluated the brand building effect on Z accounting firm from six dimensions,including brand creation,brand internalization,brand protection,brand benefit,information technology and social responsibility,and find out the deficiencies.Thus achieved the optimization of brand building on firm Z from the brand awareness,improvement of the brand image,attentions to the internalization and externalization of the brand,exploration of the brand value,which formed a benign interaction between the quality of practice and internal management.