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Branding of a Qualification is different from Branding of a function

The Role of the CMA_CMA Canada views it this way.

Each CMA plays a critical role in building the CMA brand. A brand is not just an ad, a slogan, or
a fancy logo. We convey our brand promise-success-through communications. But we deliver it
through experience. As management accountants, you are the daily ambassadors of the CMA brand. Because you are the CMA brand! Through your actions, your attitudes, and your performance, you bring our brand to life. It’s in your handshake, your presentations, and in your
choice of words on the phone. It’s in your personality, your approach, and your attitude. It’s in the quality of your work, and in the results you deliver. In short, the CMA brand is virtually in everything you do. That’s the legacy that you, as CMAs, carry forward.


Our brand positioning and messages, implemented in 2004, are consistent across the country, and the CMA brand communications is strongly evident here in Saskatchewan. The next phase will continue to differentiate CMAs in the marketplace. We will move from tell to show. Our ads will show in a creative and compelling manner how management accountants grow successful organizations and careers; demonstrate how CMAs deliver value through the application of their
unique skill set and their progressive approach to business.

Certified Public Accounting

CMA Canada is enabling members to build on their CMA designation in the specialty areas of
public accounting and public finance as a post-designation area of practice, which adds incremental knowledge, skills and attributes that prepare CMAs to practice in the assurance area at the highest standards. CMA Canada has approved a syllabus for CMAs in public accounting (to be introduced this fall) and is developing a CMA public accounting exam covering financial accounting and advanced taxation, and assurance.

CMAs already practicing public accounting across Canada will not have to re-qualify to meet the
CMA Canada national standard for public accounting, provided they meet pre-defined requirements of practice experience and education.

Competency Map

Our CMA Competency Map truly captures and fosters the development of the unique capabilities of the CMA, and clearly defines the management accounting territory, and delineates what employers and clients expect of a CMA at every career stage. It provides critical guidance to CMAs on the knowledge and skills they must acquire as they expand their field of practice throughout their careers.

Our competency map incorporates the three major anchors of our profession-accounting, management and strategy-whose interaction and integration truly differentiate us from our competitors. Our map is unique because it uses a competency stage approach, instead of defining competencies in relation to very specific tasks. The map also relates development of competencies to career phases, as opposed to specialization.
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