There is a lot of guff written about branding, particularly in the legal space.
Yes, we all understand the power of a strong brand, and the need to build and manage that brand.
But what really influences a legal brand?
The Acritas UK Law Firm Brand Index, launched today (4 May), gets to the heart of what makes a strong legal brand - buyer perceptions.
Its massive SharpLegal survey asks 2,300 buyers of legal services asks six questions that captures the strengths, or weaknesses, of a legal brand.
These include, amongst others, top of mind awareness and consideration for top level litigation and M&A work.
The results create an interesting picture.
Of course, a law firm presents many different faces. I wonder if the employer brand would create a similar list?
Slaughter and May, arguably the City of London’s most staid and traditional of law firms, has the fourth-best brand in the UK legal sector, according to research published yesterday. The old-school-tie practice was placed above all four of its magic circle rivals in this year’s Acritas UK law firm brand index. It picked up a “brand index score” of 80, just pipping Clifford Chance, which was came in fifth. Indeed, four of the magic circle firms finished in a bundle, with Linklaters in sixth place and Freshfields Bruckhaus Deringer in seventh. Allen & Overy, the remaining magic circle player, trailed farther behind, in ninth position. Leading the league table was Eversheds, the UK and international franchise firm, with the transatlantic practice DLA Piper in second place. Pinsent Masons, another City of London firm, was placed third.