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Sambhar Mafia - Cooked To Kill!

Thursday, December 29, 2005

How not to do brand building - The Shattered Accountant way

In what can be termed as a bizarre move, the Institute of Chartered Accountants of India (ICAI), the regulatory body for the CA’s is trying to ‘add’ more value for the CA brand by making Chartered Accountants use the term CA as a suffix. I have also seen some engineers use the prefix ER, but this is not used so widely. Although the Dr. prefix makes lot of sense (especially in Railway reservation charts and other such travel information) as it can be of immense use in an emergency. I’m not really convinced whether the use of such a suffix is going to add brand value or be of good to the general public. I can now call myself Kaps CA and who knows we might even have a movie called Munnabhai CA.

The use of the term CA is a move towards professional recognition of our members. For example one recognises a doctor through the letter Dr. before their name and there will be a similar thing for a CA.

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