{"id":1000004055,"date":"2019-01-22T18:18:46","date_gmt":"2019-01-22T23:18:46","guid":{"rendered":"http:\/\/www.goingconcern.com\/?p=1000004055"},"modified":"2024-07-05T18:05:09","modified_gmt":"2024-07-05T22:05:09","slug":"according-to-some-list-big-4-ceos-are-among-the-best-brand-guardians-in-the-world","status":"publish","type":"post","link":"https:\/\/www.goingconcern.com\/according-to-some-list-big-4-ceos-are-among-the-best-brand-guardians-in-the-world\/","title":{"rendered":"According to Some List, Big 4 CEOs Are Among the Best \u2018Brand Guardians\u2019 in the World"},"content":{"rendered":"

It\u2019s listicle time, you guys. This one comes from an outfit called Brand Finance, which calls itself \u201cthe world\u2019s leading independent branded business valuation and strategy consultancy.\u201d At today\u2019s World Economic Forum in Davos, Switzerland, Brand Finance released its Global 500<\/em> report<\/a>, which ranked the world\u2019s 500 most valuable brands.<\/p>\n

The report also ranked the top 100 CEO brand managers, or \u201cbrand guardians,\u201d in the world\u2014those who are most successful in marketing investment, stakeholder equity, and business performance, among other metrics.<\/p>\n

Among the highlights of the report is: \u201cThree of the Big Four brands: Deloitte, PwC, and EY, post an elite AAA+ brand strength rating, while KPMG trails behind.\u201d (LOL!)<\/p>\n

Anyway, are you ready? First, here are the top 10 most valuable brands in the world, for comparison sake (methodology is explained in the report):<\/p>\n

1. Amazon (same ranking in 2018); brand value of $187.9 billion
\n2. Apple (same ranking in 2018), $153.6 billion
\n3. Google (same ranking in 2018), $142.8 billion
\n4. Microsoft (No. 6 in 2018), $119.6 billion
\n5. Samsung (No. 4 in 2018), $91.2 billion
\n6. AT&T (No. 5 in 2018), $87 billion
\n7. Facebook (same ranking in 2018), $83.2 billion
\n8. ICBC (No. 10 in 2018), $79.8 billion
\n9. Verizon (No. 8 in 2018), $71.2 billion
\n10. China Construction Bank (No. 11 in 2018), $69.7 billion<\/p>\n

And here\u2019s where the Big 4 landed on the list:<\/p>\n

46. Deloitte (No. 57 in 2018), brand value of $29.6 billion
\n61. PwC (No. 48 in 2018), $24.9 billion
\n64. EY (No. 83 in 2018), $23.2 billion
\n134. KPMG (No. 120 in 2018), N\/A<\/p>\n

The Big 4 did so well that it even got its own section in the report:<\/p>\n

The Big Four professional services firms also achieved noteworthy performance in terms of brand strength this year, with three of them posting the same elite AAA+ brand rating as Ferrari. Deloitte leads the charge as the strongest and most valuable of the accounting and audit giants with a BSI [Brand Strength Index] score of 91.2 (brand value US$29.6 billion), pulling ahead of last year\u2019s sector leader, PwC, this year with a BSI score of 89.8 (US$24.9 billion). EY also continues to attain elite AAA+ status, with a BSI of 89.7 (US$23.2 billion) having achieved fast growth in both brand strength and brand value in recent years since 2015.<\/p><\/blockquote>\n

Do you think KPMG\u2019s no-good, rotten 2018<\/a> affected its brand strength for 2019? If you said \u201cyes,\u201d you would be correct!<\/p>\n

Though the Big Four hold steady overall among commercial services brands with regards to brand strength, KPMG trails behind with a BSI of 83.2, down 4% from last year. The KPMG brand has been impacted by controversies in 2018, including the widely covered audit of now defunct UK construction firm Carillion.<\/p><\/blockquote>\n

Before we get to how the Big 4 CEOs fared in Brand Finance\u2019s list, here\u2019s who it considers the top 10 CEOs in the world (methodology explained in the report):<\/p>\n

1. Jeff Bezos, Amazon, 72.4 Brand Guardianship Index score
\n2. Akio Toyoda, Toyota, 71.6
\n3. Bernard Arnault, LVMH, 68.4
\n4. Tim Cook, Apple, 66.9
\n5. Robin Li, Baidu, 64.7
\n6. Ginni Rometty, IBM, 64.7
\n7. Bob Iger, Disney, 62.4
\n8. Qingping Li, China CITIC Bank, 62.2
\n9. Satya Nadella, Microsoft, 61.5
\n10. Fred Smith, FedEx, 60.8<\/p>\n

And here are the top Big 4 CEO brand guardians of the galaxy:<\/p>\n

42. Mark Weinberger, EY, 48.6
\n47. Punjit Renjen, Deloitte, 47.7
\n52. Bob Moritz, PwC, 47.4
\n71. Lynne Doughtie, KPMG, 44.3<\/p>\n

Doughtie is one of only five women in Brand Finance\u2019s CEO ranking.<\/p>\n

It\u2019ll be interesting to see if Weinberger\u2019s retirement later this year<\/a> affects EY\u2019s ranking in next year\u2019s list, and if KPMG can get its shit together to improve its brand image. At least we know the firm\u2019s logo looks like it tastes good<\/a>. And maybe Phil Mickelson will win more PGA tournaments this year. Who knows!<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s listicle time, you guys. 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