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13 December 2010 | Lindsay Clark
Accenture is the most recognised consulting brand among buyers of business services, according to a survey by market intelligence firm Sourceforconsulting.com
About 20 per cent of buyers in the report rated Accenture as the top brand, followed by Deloitte, IBM, McKinsey & Company and KPMG.
The report was based on 62 responses from procurement professionals who manage a combined spend of around £2.5 billion. It found that while firms such as McKinsey and IBM draw on the depth of their heritage in strategy and IT respectively, the strength of Accenture’s brand is that it has successfully managed to associate itself so strongly with more than one service.
When the “big four” auditing firms are measured against each other, Deloitte has significantly larger brand share in buyers’ minds than its rivals, with 12 per cent. KPMG scored 8 per cent; Ernst & Young achieved 7 per cent and PwC made 6 per cent.
Edward Haigh, head of content and marketing at Sourceforconsulting.com, said: “The real question for the ‘big four’ is whether they attempt to follow Accenture’s lead, or chase the arguably more elusive goal of dominating clients’ mindshare for one particular service.”
In the public sector, buyers think of KPMG more than any other firm in the consultancy category, while the report found that IBM and Capgemini Consulting also do well here, dominating buyers’ association with IT and outsourcing.
Accenture, however, accounted for less than 6 per cent of responses in this category, which sourceforconsulting attributed to the firm’s withdrawal from the NHS national programme for IT.