APICS The Association for Operations Management
Rebranding APICS FAQ
Advancing Productivity, Innovation, and Competitive Success

Q. When is the new name effective?

A. On January 1, 2005, APICS will be known as APICS The Association for Operations Management and will use the new tag line, "Advancing Productivity, Innovation, and Competitive Success."

Q. Why is APICS changing its name?

A. APICS has evolved to meet the needs of the community it serves, but the name no longer fully recognizes the value proposition the association delivers. The new name will honor our rich history in production and inventory control, better define the broad application of the APICS body of knowledge, and position us for the future.

Q. Why use the term operations management?

A. Today, APICS represents a diverse community of professionals from virtually every manufacturing and service industry. The APICS body of knowledge spans all aspects of operations management, which includes production, inventory, supply chain, materials management, purchasing, and logistics.

Q. What are the advantages of the new name?

A. The new name asserts the association's leadership position of delivering superior training, internationally recognized certifications, and comprehensive resources, while representing a worldwide network of accomplished industry professionals. Operations management better defines the APICS body of knowledge in terms that are universally understood and have lasting value, unlike passing trends.

Q. What does the new tag line mean?

A. APICS is the resource that individuals and companies rely on for operations management education and validation of one's knowledge through obtaining the APICS Certified in Production and Inventory Management (CPIM) and APICS Certified in Integrated Resource Management (CIRM) designations. By capitalizing on the resources offered through APICS, members and customers realize career advancement, self confidence, and increased financial security. This is the APICS brand promise. The new tag line communicates the value proposition and brand promise that APICS delivers to individuals and employers, while spelling out the name "APICS" in the first letters of the words in the tag line.

Q. How can I communicate the news to members?

A. APICS is distributing a Branding Tool Kit to each chapter president and International Associate on November 24. The APICS Branding Tool Kit contains messaging, graphics, and presentation materials to communicate the name change to members and other stakeholders during PDMs, in newsletters, in the media, and on your Web site.
The tool kit includes

  • New APICS logo graphics with usage guidelines
  • Web site template
  • Press release
  • Newsletter article
  • FAQs about the name change
  • Updated fact sheets about APICS
  • APICS Value Proposition
  • PowerPoint presentation
  • Rebranding APICS video

Q. How will APICS implement the new brand on promotional materials?

A. The APICS Communications Division is developing a transition plan for implementing the new brand on printed materials and within the APICS Web site, to begin in January 2005. APICS is phasing in the rollout of new materials based on priority levels and inventory quantities, with the Web site and membership materials taking top priority. As new materials are developed, their availability will be announced via the Leadership Central electronic newsletter. New materials formatted for download will be posted in the Volunteer section of the Web site and new printed materials will be placed in inventory for chapter and associate orders.

Q. How do chapters and International Associates implement the new brand on promotional materials?

A. It would be unreasonable to expect APICS chapters and International Associates (IAs) to update all of their materials with the new name and logo on January 1, 2005. It is suggested that chapters and IAs develop a transition plan for rebranding materials and Web sites, taking a phased-in approach as described above, with the Web site, newsletter, and membership materials taking top priority.

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