By Alison Huntington.
EY has this week been crowned as the most powerful brand in the UK in a study by Brand Finance. It’s beaten the likes of Rolls Royce, Magnum, and Costa coffee to the top spot, gaining an AAA+ brand rating based on measurements such as marketing investment, financial performance, and “emotional connection”. But, as I’ve taken to pointing out quite a lot recently, I’m not sure how much this helps leaders understand their brand—particularly in multidisciplinary firms like EY. Is it EY’s audit brand that’s strong, or all parts of its business? Do people have more of an “emotional connection” with EY than they do with their cup of Costa coffee? Does it matter?