· EY is the fastest-growing brand in both value and strength among the Big Four
· Valued at US$22.3 billion, PwC is the most valuable commercial services brand
· PayPal’s brand value soars by 37% while traditional payment services brands stagnate
The Big Four have enjoyed a strong year in terms of brand value growth, according to a new report released by Brand Finance, the world’s leading independent brand valuation and strategy consultancy. The four commercial services giants averaged a remarkable brand value gain of 22% in just one year, with EY growing at a faster pace than the other three.
EY’s brand value increased by 28% year on year to US$17.1 billion. While on brand strength, showing a 2.89% growth, the brand outperformed its competitors not only among the Big Four but also among the top 10 brands in the professional services category within the Brand Finance Commercial Services 50. With a Brand Strength Index (BSI) score of 89.7, EY has now joined the elite club of the world’s strongest brands boasting the rare AAA+ rating. As well as embracing new technologies such as robotics and artificial intelligence, EY has developed a coherent, cross-platform marketing strategy, improving stakeholder perceptions and in effect, boosting brand strength. EY’s increase in brand value has been driven by growing revenues, as the company delivered a 7th consecutive year of strong financial results and has reported compound annual growth of 8.8% since launching its Vision 2020 strategy in 2013.
Alex Haigh, Director at Brand Finance, commented:
“EY are reaping the benefits of their extensive C-Suite relationships with big corporates. The brand has been particularly successful at developing revenue streams in the US, where they have historically been reliant on audit.”
PwC is the most valuable commercial services brand
In spite of strong growth, EY’s brand value is still below that of PwC (up 20% to US$22.3 billion), which claimed first position in the Brand Finance Commercial Services 50 2018 league table featuring the world’s most valuable brands in the industry. PwC’s brand is also the strongest among the Big Four, with a BSI score of 90.6.
PwC’s brand value was boosted by a 6.5% increase in revenues at constant exchange rates to US$37.7 billion. Advisory businesses, particularly strategy (17%) and technology (20%) were the fastest growing units. All of the Big Four are looking outside of their traditional audit business for growth, as these are constrained by new conflict of interest rules and becoming commoditised by technology.
Alex Haigh, Director at Brand Finance, commented:
“The Big Four are beginning to move in different directions and will need to keep investing in their brands to differentiate themselves accordingly. For instance, Deloitte are growing in digital, having acquired smaller creative agencies, but will now face a challenge incorporating those into their corporate identity.”
PayPal’s brand value growth soars
Credit card and payment processing giants Visa, American Express, and MasterCard claimed places 3, 6 and 7 in the Brand Finance Commercial Services 50 2018 league table respectively. With a brand value of US$20.7 billion and an AAA+ rating, there is clear water between Visa and American Express (US$15.1 billion, AA) and MasterCard (US$12.7 billion, AAA-).
When it comes to year-on-year brand value growth, however, all three lag behind PayPal, up 37% from 2017 to US$9.0 billion. PayPal’s brand strength has also improved significantly, as its BSI score increased 10.52% from 80.3 to 88.7, raising the brand rating to AAA.
Over the past year, the stock market has responded positively to the company’s strategic development, which saw it form or extend partnerships with Synchrony Financial, Bank of America, JP Morgan Chase, Citi, Wells Fargo, Visa, MasterCard, Skype, Baidu, Samsung Pay, Android Pay, Apple and Google. PayPal also acquired working capital provider Swift Financial and payment processor TIO, though it was forced to suspend operations at TIO in November after discovering security vulnerabilities.
Note to Editors
Every year, leading valuation and strategy consultancy Brand Finance values the world’s biggest brands. The 50 most valuable commercial services brands in the world are included in the Brand Finance Commercial Services 50 league table.
Brand value is equal to a net economic benefit that a brand owner would achieve by licensing the brand. Brand strength is used to determine what proportion of a business’s revenue is contributed by the brand.
More information about the methodology as well as definitions of key terms are available in the Brand Finance Commercial Services 50 report.
Data compiled for the Brand Finance Commercial Services 50 league table and report is provided for the benefit of the media and is not to be used for any commercial or technical purpose without written permission from Brand Finance.