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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.
Blog posted by RV


Read on to know what could be public accounting:
The word public accounting is nowhere described in India however since we had been in commonwealth group of nations our profession was dressed the way Britain wanted it to be.Probably the word emanated from the Americas where they were trying to harmonise Knowledge and competency levels of accountants to handle Accounts of the business where the general public had a stake in .Slowly when lot of compliance came inforce it was felt to certify persons to do attest functions who came to be known as CPAs.These CPAs where not restricted from working within the organisation while they were empowered to Certify accounts from outside the organisation.Audit is a corollary or a consequential duty cast upon the business maintaining accounts to scrutinise the same for the stakeholders if business were in the nature of sole-proprietorship and if no responsibility was cast on it to function under a state there was no necessity for Public accountants(as Auditors).In UK the profession developed under the royal patronage(Royal Charter)when the queen wanted a breed of people to monitor the business figures .India then subjugated under the british Raj had Accountants Registered working for the enterprise.
A carpenter knows the work of carpenter, a Scientist knows the work of a scientist, a Doctor knows the work of a doctor,as a corollary an accountant can only know the work of an accountant and his dual role positioning was visualised as early as the statutes and the royal charters and thus a certified accountant was made to hear(Audi+t) the veracity of the accounting claims.Audit has always been playing a complimentary role with that of the accounts and an Auditor was a compliment to an accountant an assurer that his fellow has not erred or in the positive side he had a qualitative report(accounts)to attest.
Accounting has been evolving as auditing and mere financial statements(from books kept) are of the bygone days,India has been a front runner for the compliance prescription in Management accounting area which has also been ever evolving right form the world war days infact Mangement accounting has grown to such an extent that it has today almost smothered the traditional financial accounting and the Chartered Bodies are trying hard for searching their identity into the management accounting world by coming with new definitions to financial accounts.Infact management accountants today are much sought after lot and their skill exhibits encompass financial accounting which is becoming a subset of management accounting by the Day.
A comprehensive audit by an expert in management accounting area ideally covers all aspects of financial accounting which rudimentary concern of stakeholders now a days where sustainable and inclusive growth has taken the forefront.
In this context whoelse can be a better public accountant than cost and management accountant who addresses the comprehensive needs of the society.
Infact Public accounting is as evolving itself to delienating from traditional auditing sphere as the stakeholders are expanding in numbers and cross sections.
It is in this context that ICWAI members have the highest stake in the Auditing(public accounting)arena.
Any views other than this , in my personal opinion (this is subject to counter debate), is only damaging the anxiety of members to fix a rightful place for themselves in the society.

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