HOW WE CREATE VALUE
Building brand equity
WHAT WE DO TO MAKE A DIFFERENCE
The Brand and Marketing Division of SAICA plays a pivotal role in driving the relevance and reputation pillar of the corporate strategy, whilst supporting the delivery of the other strategic pillars. In so doing, it is shaping the reputation of the accountancy profession and the Institute globally by positioning the profession, its members and its associates not only as trusted and ethical leaders but also as difference makers in society.
This was achieved through the implementation of an integrated brand and marketing strategy to actively promote SAICA and its designations (CA(SA), AGA(SA) and AT(SA)), as well as partnerships with Thuthuka, The Hope Factory and SAICA ED. To ensure a well-orchestrated and unified brand experience, the various brand, marketing and communication activities were weaved together with ‘Difference Makers’ as the golden thread. The collective effort of the Brand and Marketing and other SAICA divisions resulted in the global position and recognition of SAICA and its CA(SA) designation as ‘the number 1 trusted’ in the world according to Edelman Dxl Research, 2023 as well as an uplift in key brand health indicators.*
STRATEGIC PILLAR
FOCUS
CA(SA) BRAND METRICS
While the strategy continues to evolve, leading to enhanced coverage and visibility of other designations, it is important to note that, from a brand health tracking perspective, the CA(SA) designation received the lion’s share of the resources. As a result, the following brand metrics specifically reflect the impact on the CA(SA) designation:
*Based on research done by Edelman DxI in collaboration with Chartered Accountants Worldwide.
| Stakeholder | 2023 | 2022 | 2021 | 2020 | 2019 | |
| Attractiveness | ||||||
| PHI¹ CA(SA) Attractiveness Index | Learners, students, and trainees | 89,50% | 86,16% | 90% | 87% | 87% |
| Relevance and Reputation | ||||||
| PHI Brand Admiration Index | All stakeholders | 82,67% | 79,89% | 79% | 77% | 95% |
| Brand strength of the CA(SA) designation | ||||||
| Spontaneous Awareness Index | Business decision-makers | 89% | 92% | 94% | 90% | 87% |
| Preference in Employees Index | 77% | 68% | 78% | 74% | 67% | |
| Net Promoter Score² | 31% | 34% | 29% | 37% | 36% | |
| Trust Index | 84% | 83% | 83% | 84% | 80% | |
| Admiration Index | 75% | 70% | 73% | 68% | 68% | |
¹ Professional Health Index.
2 Percentage of respondents encouraging their children to become CAs(SA).
Overall performance of the CA(SA) brand metrics
There was overall positive performance of the CA(SA) designation, especially when looking at it together with the outcomes of the Edelman Dxl research 2023.
Some of the key insights: