Andersen Consulting Brand Heading for the Graveyard

Arthur Andersen, upon divorcing itself from the firm of Andersen Consulting, now known as Accenture, retained the right to own and use the name, Andersen Consulting. Now it has announced official plans to eliminate the name entirely.

Richard Boulton, global head of Arthur Andersen's Business Consulting division, announced this week that his company "does not want to hide its consulting strength."

"Our consulting division is a very different organization to Andersen Consulting. We don't want to be seen as passing ourselves off as them," Mr. Boulton said.

Meanwhile, in addition to being barred from using the name Andersen Consulting, as of April 1, Accenture will no longer be able to refer to itself as "the firm formerly known as Andersen Consulting."

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