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品牌无处不在,我们所熟知的大品牌有中国移动、百度、中国建设银行、奔驰、保时捷以及海尔等。但是,对于身处注册会计师行业的我们来说,却很少有人将会计师事务所当作一种品牌来看待。中国注册会计师行业要做强做大的话,必须改变对品牌的看法。品牌对于注册会计师行业的重要性丝毫不亚于其对于商业和公共社会的重要性,因此,会计师事务所必须建立自己的品牌。中国注册会计师事务所将来应跻身全球领先会计师事务所之列,为实现这一目标,任何事务所都必须创立强大的品牌。
The brands are ubiquitous, and the big brands we know are China Mobile, Baidu, China Construction Bank, Mercedes Benz, Porsche and Haier. However, for us who are in the CPA profession, very few consider the accounting firm as a brand. China’s CPA industry to be bigger and stronger, we must change the brand’s view. The importance of a brand to the CPA industry is as good as it is for the business and public society. Therefore, the accounting firm must establish its own brand name. In the future, Chinese certified public accountants should be among the world’s leading accounting firms. To achieve this goal, any firm must create a strong brand.