BrandVision 2020 calls for us to be the best brand among professional services organizations. Building a better working world is the key message distinguishing the EY brand. In the first phase of brand activation we created a unifying brand idea to unlock the meaning and emotional resonance of EY’s purpose, Building a better working world. In March 2016 we ran our first global media campaign to raise brand awareness and build on the momentum around our purpose, increase our distinctiveness and awareness of our breadth of services and inspire pride among our people. From the early metrics we can see that our campaign is working and helping us build the brand. We are confident that the results of the campaign will be confirmed in our Brand Survey in September/October 2016. Due to the success of the campaign, EY will follow it up in 2017.
We measure our brand recognition by carrying out a brand survey every two years. The Global Brand Survey 2014/2015, based on a representative sample of client and non-client interviews, was conducted by the market research agency Kantar, part of the WPP group.
This biannual survey showed EY making strong gains in brand health since 2012/2013.
|EY campaign at Schiphol airport|
We will continue to fight for the number-one spot in delivering exceptional client service, questions and challenges, and thoughtprovoking points of view – and for overall brand leadership in the Netherlands.