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Number of the Day: $26.7 Billion

Deloitte has the most valuable brand among commercial services firms worldwide, as the Green Dot is valued at $26.7 billion, according to the 2021 Commercial Services 100 report from Brand Finance.

However, the value of the Deloitte brand slipped nearly 18% in the past year—from $32.5 billion in 2020 to $26.7 billion—due to the Rona, with the pandemic impacting brand values pretty much across the board, according to the report:

COVID-19 has restricted and delayed the capacity of commercial services businesses to monetise their brands and global lockdowns have delayed the implementation – and so deferred the revenue – of many projects, while some clients have restricted spending altogether.

The past year’s disruption only partly explains the extensive brand value declines, however. The huge debts incurred by governments over the last year, and the continuing impact of COVID-19 in many parts of the world, cast a shadow over the global economy. In such an uncertain trading environment, a question mark remains over the ability of commercial services businesses to commercially leverage their brands.

While Deloitte has the brandiest brand in the world, the other three Big 4 firms didn’t do too shabby either, as PwC (fifth), EY (sixth), and KPMG (ninth) all have top 10 commercial services brands, according to the report:

Deloitte also has the world’s strongest commercial services brand, according to Brand Finance, with a Brand Strength Index (BSI) score of 91.0 out of 100 and a corresponding elite AAA+ brand strength rating. Coming in second is everyone’s favorite pancake and waffle joint, EY, with a BSI score of 89.6. PwC came in fourth and KPMG eighth:

Last but not least, Deloitte has the most valuable brand among professional services firms, with PwC third, EY fourth, KPMG fifth, and Bravo Delta Oscar sneaking in at No. 10. BDO also came in 16th in the top 100 commercial services brand rankings. The only other accounting firm that made the list was Mazars, a newcomer at No. 90, which unveiled a less-than-inspiring rebranding and logo last October. You can download the full Brand Finance report here.