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Building the reputation of SAICA and the profession
The Brand division annually implements SAICA’s Integrated Relevance and Reputation Management plan to promote the reputation of SAICA’s three designations as well as the reputation of the Institute and the profession. Brand promotion ensures the professional premiership of the CA(SA) designation.
| STAKEHOLDER | 2022 | 2021 | 2020 | 2019 | 2018 | ||
|---|---|---|---|---|---|---|---|
|
Attractiveness |
|||||||
|
CA(SA) attractiveness score |
Learners, students and trainees |
86,16% |
|
90% |
87% |
87% |
84% |
|
Relevance and reputation |
|||||||
|
Brand Admiration Index |
All stakeholders |
70% |
|
79% |
77% |
95% |
83% |
|
Brand strength of the CA(SA) designation |
|||||||
|
Spontaneous Awareness Index |
Business decision-makers |
92% |
|
94% |
90% |
87% |
85% |
|
Preference in Employees Index
|
|
75% |
|
78% |
74% |
67% |
68% |
|
Net Promotor Score1 |
|
34 |
|
29 |
37 |
36 |
28 |
|
Trust Index |
|
83% |
|
83% |
84% |
80% |
75% |
|
Admiration Score |
|
70% |
|
73% |
68% |
68% |
66% |
Results from the Independent Brand Survey among business decision-makers show that the trust index remained at 83% while the Net Promoter Score increased from 29 in 2021 to 34 in 2022.
What is of some concern is the decrease in the Admiration Score at 70% (2021 – 73%) and the Preference in Employees Index at 75% (2021 – 78%).
The indices will need to be addressed in 2023 using a larger volume of advertising brand promotion, which will require an increased budget. A concerted small and medium practices Difference Makers advertisement will be flighted in 2023.
The AGA(SA) and AT(SA) designations were also promoted in 2022, albeit within the constraints of limited budget resources for these two designations.
Building the reputation of SAICA and the profession
The Brand division annually implements SAICA’s Integrated Relevance and Reputation Management plan to promote the reputation of SAICA’s three designations as well as the reputation of the Institute and the profession. Brand promotion ensures the professional premiership of the CA(SA) designation.
| STAKEHOLDER | 2022 | 2021 | 2020 | 2019 | 2018 | ||
|---|---|---|---|---|---|---|---|
|
Attractiveness |
|||||||
|
CA(SA) attractiveness score |
Learners, students and trainees |
86,16% |
|
90% |
87% |
87% |
84% |
|
Relevance and reputation |
|||||||
|
Brand Admiration Index |
All stakeholders |
70% |
|
79% |
77% |
95% |
83% |
|
Brand strength of the CA(SA) designation |
|||||||
|
Spontaneous Awareness Index |
Business decision-makers |
92% |
|
94% |
90% |
87% |
85% |
|
Preference in Employees Index
|
|
75% |
|
78% |
74% |
67% |
68% |
|
Net Promotor Score1 |
|
34 |
|
29 |
37 |
36 |
28 |
|
Trust Index |
|
83% |
|
83% |
84% |
80% |
75% |
|
Admiration Score |
|
70% |
|
73% |
68% |
68% |
66% |
Results from the Independent Brand Survey among business decision-makers show that the trust index remained at 83% while the Net Promoter Score increased from 29 in 2021 to 34 in 2022.
What is of some concern is the decrease in the Admiration Score at 70% (2021 – 73%) and the Preference in Employees Index at 75% (2021 – 78%).
The indices will need to be addressed in 2023 using a larger volume of advertising brand promotion, which will require an increased budget. A concerted small and medium practices Difference Makers advertisement will be flighted in 2023.
The AGA(SA) and AT(SA) designations were also promoted in 2022, albeit within the constraints of limited budget resources for these two designations.
SAICA Integrated Report 2022. All Rights Reserved.