Brand promotion and Brand equity ensure the professional premiership of the SAICA designations, including ongoing employability
SAICA has a comprehensive reputation management and communication plan which is built on reconstructing trust in the profession (#trustreconstruction) and showcasing that the profession is of national value (#aprofessionofnationalvalue).
SAICA’s marketing and communication efforts focus primarily on presenting our members and associates as thought leaders and difference makers in society, thus not only making an impact in their communities, but also having an impact on economies. SAICA further communicates often on its approach and attitude to ethical matters and how those are dealt with as part of its ongoing trust reconstruction (#trustreconstruction) exercise.
Working with Chartered Accountants Worldwide and the Global Accounting Alliance (GAA), SAICA promotes the CA brand globally for the benefit of members residing outside of South Africa, and enables these members to access content of the institute in the GAA-affiliated country they live in, at in-country member rates.
SAICA measures its brand promotion efforts via three surveys*
- An independent external survey done by Edelman International in five countries where CA institutes operate, shows that business decision makers still indicate a trust index of 85% in CAs(SA) in South Africa.
- The latest external Ask Afrika Brand Admiration Index for CAs(SA) among business decision makers is 68%.
- Furthermore, according to SAICA’s own Professional Health Index survey amongst the youth, trainees, members and business decision-makers, unprompted awareness of the CA(SA) designation increased to 87% among business leaders.
*All statistics quoted are results from 2020 surveys.