(312) 781-9000
11 Mar

Global Branding in Today’s Legal Market

by: Astor Professional Search

Baker and McKenzie retains its title as the best-known law firm in the world, according recent rankings by UK-based research firm Acritas.  However, although the “sun never sets on Baker & McKenzie’s empire,” reports The American Lawyer, “challengers continue to make progress against established, old-line firms in the minds of senior counsel at big corporations.”

business skyscrapers glass and sky view landscape of commercial buildings

Chief executive of Acritas, Lisa Hart Shepherd, observes that they are “continuing to see a decline, in the brand sense, of premium-priced brands,” but notes that global brand awareness is not easy to build in today’s increasingly fragmented market, where the average client works with 12 firms (as quoted in The American Lawyer).

If possible, however, corporate clients tend to favor sticking with their current domestic firms for any international work, said Shepherd.   She adds that “once attention is won,” firms can keep such clients through “the promise of a great client experience and, for much of the work, good value” (as quoted in The American Lawyer).

Mary Young, a consultant at the Zeughauser Group, is quoted by The American Lawyer as advising any law firm trying to enter new markets to consider “what you can offer that others can’t, or what relationships you can leverage that others cannot.”

The Acritas surveys also found that many companies coveted more business-savvy firms–one client explaining that it gives the firm a competitive edge by being able to have a better understanding of potential risks and gains.

Read the full article at The American Lawyer.

 

 

author-bio-image author-bio-image
William Sugarman

William Sugarman is the president and founder of Astor Professional Search. He engages in the successful placement of attorneys with local, regional, and international law firms and corporations. Bill’s extensive legal and business development experience give Astor an edge over other legal recruiters nationwide. At the cornerstone of Bill’s strategic philosophy is providing the highest level of personalized attention to his clients and attorney candidates. This is also a key factor that separates Astor from other legal search firms, and it consistently delivers legal placements year after year.

Years of Experience: More than 20 years

Share it here
Related Posts
09 Jan Law Firm Merger Market Remains Robust in 2020
Law Firm Merger Market Remains Robust in 2020

The American Lawyer reports that 2019 was a record-breaking year for law firm merger announcements and represented a “solid yea...

23 May Highlights from the 2016 Am Law 100
Highlights from the 2016 Am Law 100

The American Lawyer just released the results of the most recent Am Law 100, their annual financial report of the top 100 U.S. ...

08 Aug Best Law Firms for Female Equity Partners
Best Law Firms for Female Equity Partners

Law360 released its fourth annual Glass Ceiling Report, which surveyed 300 law firms on gender diversity and ranked firms based on t...