The Role Of Brand In Service Firms: The Evidence From Elite Tier Professional Services In The Uk | Mohammed Shahedul Quader & Shanewaz Mahmood Sohel

The objective of this qualitative research paper was to analyze how elite tier ?professional services firms (PSFs) in the UK manage their brands. The paper focused on the four categories of PSF which are accounting, executive search, law and strategy consulting. There has been very little academic analysis of the issue, compared to many other business topics, so there is great attraction in researching such a subject in a constructive fashion. The evidence suggests that the competitive pressures on the professional service industries show no sign of easing. PSFs? client and employee markets are becoming increasingly powerful. PSFs? leaders are recognizing the need to create better differentiation, and communicate that differentiation both internally and externally. However, the direction of external forces means that PSFs will need to work harder to create differentiation, thereby making themselves more attractive to both labour and client markets. Some recommendations are highlighted based on helping firms achieve their brand strategy objective, of creating and communicating a differentiated market proposition to attract and retain appropriate talent and clients