Mark Weinberger, EY CEO, came in 43rd place, with a score of 48.6 out of 100. He was the second UK-based CEO named on the list, just behind Unilever’s Paul Polman, who came in 30th place.
Last year, the Big Four firm was named the most powerful brand in the UK, with a Brand Strength Index (BSI) score of 89.7 out of 100 and an AAA+ brand rating.
Deloitte global CEO Punit Renjen followed in 48th place while Bob Moritz, CEO at PwC, came in 52nd. KPMG's Lynne Doughtie came in 73rd place.
Jeff Bezos, CEO of Amazon, was named the best brand guardian, with a score of 72.4, followed by Toyota’s Akio Toyoda and Moët Hennessy Louis Vuitton SE’s (LVMH) CEO Bernard Arnault.
Brand Finance, the consultancy firm that puts together the list described Bezos as a visionary. He founded the multinational 25 years ago, however it added that his recently announced divorce could hurt Amazon’s brand value by $10bn.
Softbank’s Masayoshi Son is the longest-serving CEO, leading the bank for 38 years, while Arnault has led LVMH for 30 years.
Of the 100 CEOs on the list, the vast majority (37) are based in the US, while 22 are based in China. There were only five UK-based CEOs, compared to nine in France and eight in Germany.
There were also only three female CEOs included in the list. These were KPMG’s Doughtie, IBM’s Ginni Rometty in sixth place and General Motors’ Mary Barra in 39th place.
Brand Finance said that of the Fortune 500 companies there were only 24 women CEOs, down from 32 a year ago.
David Haigh, CEO of Brand Finance, said, “The role of the CEO has totally evolved as we navigate the era of personality CEOs where public scrutiny is equal to that of a celebrity figure. It is no longer enough to have a vision for the brand’s future.
“It is about forging an authentic public profile and reacting earnestly to reputational crises – especially as customers become more discerning in their experiences and expectations.”
Tech firm CEOs were prominently featured on the list, with the leaders of Apple, Microsoft, Netflix, Google and Facebook all among the top 20.