For the seventh year in a row, KPMG has consolidated the number two position in the list of the country’s most valuable brands published annually by Brand Finance. Each year, this independent institute based in the United Kingdom assesses the value of more than 5000 brands in 46 countries worldwide. KPMG's brand value was rated at $12,188 million, compared to $14,772 million in 2020, according to the brand institute. Shell is by far the Netherlands’ most valuable brand, with ING completing the top three. Rabobank and Philips make up the rest of the Netherlands’ top five.
“In a year in which the whole world was confronted by the coronavirus, it is an extra special achievement to have been able to hold onto our brand value so strongly. Above all thanks to the growing trust of our customers and employees, KPMG has hereby underlined the value of our future-proof services in the areas of audit and strategic consultancy. Well done to everyone who has contributed to that in these challenging times", says Stephanie Hottenhuis, CEO of KPMG in the Netherlands.
In order to calculate the value of brands, Brand Finance uses a method based on the industry standard ISO 10668. This involves estimating future turnover attributable to the brand. Operating results, stakeholder equity and market investments are included in the estimate, combined with a so-called royalty rate for the sector in which KPMG operates.
More information about their methodology may be found on the Brand Finance website.