A brand is far more than just a logo or a name. It is the overall impression a person gains from their experience with a product or service. A strong brand stands clear in the minds of its audience for specific and positive qualities that are different from competitors.

CPA is a dominant brand in the finance, accounting and business professions. Research shows that CPA is top of mind for both business and public — in fact, the level of spontaneous recognition for CPA is two to three times higher than its nearest competitor (source: CPA Designation & 2002 Advertising Campaign Research Report, Worthington DiMarzio).

This kind of brand recognition is not built overnight, or as the result of a single activity. The value of the brand is built on substance. The CPA brand is synonymous with professionalism, leadership, integrity and progressiveness.

Public and business trust and respect the designation and the qualities it embodies. Qualities that, in the current business environment, are more important than ever.

This is clearly evident through independent research by recruiter TMP Worldwide, which shows that the majority of senior managers choose CPAs as new recruits to their finance teams (source: Job Index Survey Australia, November 2002 – January 2003).

CPAs can be proud of their designation. It is the designation of choice for public and business and, with 92 per cent recognition amongst business, it's a standard that is hard to beat.