What this means in practice

we aim to lead the profession in demonstrating the value professional accountants bring to society, which also relies on a strong, visible and credible brand.

Strategic measure applied

brand power, assessed through 10 elements covering brand awareness, brand reputation and global market share.

Why we use this measure

it gives us a rounded picture of brand resilience and impact across our main stakeholder groups.

Five-year performance
Brand power element Prior year actuals Current year actuals Targets
2014-15 2015-16 2016-17 2017-18 2018-19 2018-19 2019-20
Members who have
recommended ACCA†
Prior year actuals 60.6% 57.5% 60.2% 63.5% Current year actuals 61.4% Target 66.0% 63.0%
Students who have
recommended ACCA†
Prior year actuals 70.6% 71.1% 74.2% 78.1% Current year actuals 77.0% Target 80.0% 78.0%
Affiliates who have
recommended ACCA†
Prior year actuals 64.0% 65.4% 67.7% 71.5% Current year actuals 70.6% Target 73.0% 72.0%
Approved learning providers
recommending ACCA as
first choice†
Prior year actuals 90.3% 91.2% 89.1% 88.0% Current year actuals 89.9% Target 90.0% 88.0%
Key employers preferring to
recruit ACCA†
Prior year actuals 44.0% 35.0% 39.2% 43.0% Current year actuals 50.0% Target 45.0% 50.0%
Members, students and affiliates
agreeing that ACCA is an
innovative and forward-thinking
organisation†
Prior year actuals 72.3% 71.5% 75.5% 77.4% Current year actuals 79.2% Target 80.0% 80.0%
Members, students and affiliates
agreeing that ACCA shapes the
agenda of the accountancy
profession†
Prior year actuals 70.0% 68.5% 71.5% 74.8% Current year actuals 75.0% Target 75.0% 76.0%
Members agreeing that ACCA
promotes public value†
Prior year actuals 67.5% 67.2% 70.9% 73.4% Current year actuals 72.2% Target 75.0% 73.0%
Employers believing that ACCA
provides relevant skills for their
business†
Prior year actuals 84.0% 88.0% 92.0% 91.0% Current year actuals 90.0% Target 91.0% 90.0%
Share of total members of ACCA, ICAEW, AICPA, CIMA and CPA Australia Prior year actuals 18.3% 18.7% 19.3% 19.7% Current year actuals 20.3% Target 19.9% 20.6%
Overall Prior year actuals 80.0% 80.0% 80.0% 100.0% Current year actuals 60.0% Target 80.0% 80.0%

† Survey measures for students, members and affiliates are judged achieved if within +/- 1.5% of the target to allow for accepted survey variations. Survey measures for employers and learning providers are judged achieved if within +/-2.5% of the target. Member results based on 10,131 responses from all surveyed globally; student and affiliate results based on 21,900 responses from all surveyed globally; employer results based on 690 surveyed globally; learning provider results based on 481 providers surveyed globally.

2018-19 is the first year we’ve not met our target of achieving at least eight of the 10 elements. Following exceptional performance in 2017-18, when we achieved all 10 of our brand power measures for the first time, we set ambitious targets that we did not meet.

In common with the pattern on satisfaction results, we’ve seen falls around recommendation from members, students and affiliates.

While student and affiliate recommendation has nevertheless increased markedly over the life of the strategy, member recommendation has been less robust and we need to work harder to ensure that members proactively advocate for us

While student and affiliate recommendation has nevertheless increased markedly over the life of the strategy, member recommendation has been less robust and we need to work harder to ensure that members proactively advocate for us.

In contrast – although we’ve not met the target set – we’ve seen the score for whether ACCA is innovative and forward-looking increase by 1.8% year-on-year. This reflects the positive effect our promotion of the qualification changes has had in the market. We’ve also seen perceptions around whether we shape the agenda of the profession, stay strong and hit our target, underpinned by our active programme of Professional Insights.

After a trajectory of improvement of nearly six percentage points over the life of the strategy, we’ve seen perceptions on public value fall this year. Underneath this, there is a picture of increases and decreases across individual markets and we therefore need to ensure we are demonstrating ACCA’s public value contribution in a way that resonates in individual markets. During 2019-20, we will have a defined stream of work on ethics to help create this focus.

The learning provider and employer results are highlights, with both showing strong preference for ACCA. For the first time since we began measuring this, half of all key employers surveyed said they preferred to recruit an ACCA qualified accountant, an increase of 7ppts on last year, with 90% also saying ACCA provides relevant skills for their business. Although not included in our basket of measures, the proportion of employers who prefer trainees to study ACCA has risen 9ppts to 64%.

89.9%

Who offer more than one
professional accountancy
qualification recommend ACCA.

Within our Approved Learning Provider community, we maintained very high levelsof recommendation, with 89.9% who offer more than one professional accountancy qualification recommending ACCA.