My 'brand' is the exciting history of accounting

EDWARD MENDLOWITZ

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My 'brand' is the exciting history of accounting

机译：我的“品牌”是会计的激动人心的历史

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IN 1998, I read that andersen con-sulting would be spending $100 million to brand their company. This seemed unusual for a few reasons: 1. They were in heated litigation with Arthur Andersen to leave the accounting firm and set up an independent company. 2. $100 million seemed like a lot of money for a company that might not be permitted to retain their name. 3. What is branding anyway? The next day I was looking at magazines and two caught my attention. Success magazine had a cover story about Muhammad Ali being the most famous brand in the world. That "B" word again. And Strategy & Business had a cover story titled, "How to Brand Sand." Again, that "B" word.

机译：1998年，我读到安徒生顾问公司将花费1亿美元为他们的公司打品牌。这似乎很不寻常，原因有以下几个：1.他们正与Arthur Andersen进行激烈的诉讼，离开会计师事务所并成立了一家独立公司。 2.对于可能不允许其保留名称的公司而言，1亿美元似乎是一笔巨款。 3.品牌到底是什么？第二天，我在看杂志，有两本引起了我的注意。成功杂志刊登了有关穆罕默德·阿里（Muhammad Ali）是世界上最著名的品牌的封面故事。那个“ B”字再次出现。《战略与商业》的封面故事是《如何为沙子打上品牌》。再次，那个“ B”字。

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《Accounting today》 |2015年第7期|10-10|共1页
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EDWARD MENDLOWITZ;
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1. Making an exciting brand big: Brand personality, logo size and brand evaluation [J] . Cai Yuanyuan, Mo Tingting Canadian journal of administrative sciences . 2020,第3期

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2. Accounting History Review - Histories of Accounting and the Hospital [J] . European Accounting Review . 2012,第4期

机译：会计历史回顾-会计和医院的历史
3. Employer brand management as boundary-work: a grounded theory analysis of employer brand managers' narrative accounts [J] . Edlinger Gabriela Human resource management journal . 2015,第4期

机译：雇主品牌管理作为边界工作：雇主品牌经理叙事账户的扎根理论分析
4. Digital Content by Online Media and Its Effects on Brand Trust, Brand Credibility, Brand Commitment, and Brand Advocacy (Case on Instagram Account Tirto.id) [C] . Muhammad Mukhsin Sultoni, Irwansyah, Ayu Rahma Haninda, IEEE International Conference on Computer and Communication Systems . 2019

机译：在线媒体的数字内容及其对品牌信任度，品牌信誉度，品牌承诺度和品牌拥护度的影响（以Instagram帐户Tirto.id为例）
5. Department-brand College Athletics Instagram Accounts: An Analysis of Content and Engagement [D] . McClinton, Nakel. 2018

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6. More Proximal More Willing to Purchase: The Mechanism for Variability in Consumers’ Purchase Intention Toward Sincere vs. Exciting Brands [O] . Tingyun Hu, Bing Shi 2020

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7. Valuing and managing brands: An internal accounting perspective. An empirical investigation of attitudes to internal brand valuation and organisational and behavioural implications associated with the way that the internal brand management accounting system is operated. [O] . Guilding Christopher J. 1991

机译：重视和管理品牌：内部会计角度。对内部品牌评价的态度以及与内部品牌管理会计系统运作方式相关的组织和行为含义的经验研究。

My 'brand' is the exciting history of accounting

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