In practice, the initials "PwC" have been used interchangeably with "PricewaterhouseCoopers", both within and outside the organisation since its formation in 1998. "PricewaterhouseCoopers" remains the full name for legal purposes, and will be the name used by PwC firms to sign audit opinions.
The new brand promise is: "My relationship with PwC helps create the value I'm looking for."
"Our reputation is the foundation of our new brand and our brand promise reflects our commitment to further enhance the value we add through meaningful relationships," commented PwC Southern Africa CEO Suresh Kana.
According to Kana, the repositioning of the PwC brand is a natural step in the firm's journey to remain the number one professional services network by adapting to the changing needs of clients and stakeholders in today's challenging markets. The firm has for some time been focusing on building deeper relationships with its stakeholders and better leveraging the PwC global network.
"Success will lie in how well we manage to bring our brand promise to life," said Kana. "It is all about what our clients experience when we interact with them and what our people experience when we interact with one another. The brand encompasses what it's like to work with us, how we do business, and what we are good at. The ultimate aim is for PwC to become known by all its stakeholders for creating value."
"We think our new brand expression visually distinguishes PwC in the same way that the quality and expertise of our people differentiates the experience of working with PwC," said Dennis Nally, chairman of PwC International.
"Underlying the visual elements is what the PwC brand really stands for - how we are viewed by our clients, our people and our stakeholders. Beyond our capabilities and experience, we want PwC to be known for building great relationships with clients that help them create the value they're looking for."
For more, go to www.pwc.co.za and www.pwc.com
