Baker & McKenzie has been named the world's strongest law firm brand.
Acritas' Global Elite Law Firm Brand Index has surveyed in-house counsel around the world to find out their opinions on global law firms. Baker & McKenzie came out on top being named as the biggest brand among international firms.
This clearly highlights the increasing importance of the branding of law firms and Legal PR can play a vital role in achieving the top spot.
It's no longer the highest-grossing law firm in the world. (That's Latham & Watkins.) It's not the largest by head count. (That honor goes to Dentons.) But Baker & McKenzie remains the biggest brand by far among international firms. Consulting firm Acritas regularly surveys in-house counsel around the world to gauge their perception of global firms. Its criteria include name recognition, favorability, and the likelihood that the respondent would hire a firm for a cross-border matter. Baker & McKenzie topped the Acritas Global Elite Law Firm Brand Index, and even increased its already sizable lead from 40 points to 45 points. (The leading brand sets the index at 100 points.)