Professional “brand”, personal identity and resistance to change in the Canadian accounting profession

Abstract

Accountancy is an unusual profession in that there are, in most countries, multiple professional associations (and designations) that compete for jurisdiction over the profession's domain of practice. These designations have become important product brands that contain discriminating consumer information. These brands are also an important part of practitioners' personal identities and become “infused with value” beyond their role as consumer signals. This results in resistance to change in the professional brand over time and may put the brand at risk of obsolescence. This issue is explored through two historical case studies of mergers between accounting associations — one successful and one unsuccessful — focusing on member reactions to the potential disappearance of their “brand” and/or the adulteration of their brand through the entrance of former competitors. The study highlights an important omission in the distinction between goods and services marketing — in services the product, that is the service provider, is self-aware and reacts to the marketing of their services.