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Abstract
Following a robust selection process that taps the opinions of both experts and more than 2,000 business professionals, a mere six accountancy firms were deemed to be business superbrands in the UK. BDO and Grant Thornton, both voted business superbrands, show the Big Four can be challenged. Equally important in my opinion is that BDO, which qualified for a second year as a business superbrand, is much more creative in its use of tactics. It has a clever and award winning team who are bold and robust in the use of public relations and new communication tools such as blogs. It is also importantly distinctive in the way they look, talk and feel. At present the Big Four still leads the way with the top rated professional services firm, PricewaterhouseCooper, entering in 21st place overall. PwC is clearly held in high regard, and rightly so. The other members of the Big Four feature in the order of Ernst & Young, KPMG and finally Deliotte. The Big Four, BDO and Grant Thornton are the business superbrands of the industry but what does that mean exactly? According to the experts and business professionals they have established the finest reputation in their field offering customers significant emotional and or tangible advantages over competitors, which they want and recognise. They are also deemed to represent quality products and services, are seen to be reliable, delivering consistently against their promises across all touch points, and finally distinctive, that is well known, suitably differentiated from competitors and with a personality and values that make them unique.