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Bakers the strongest legal brand: survey

Bakers the strongest legal brand: survey

Apple and Jamie Oliver may hold the positions as the world's most recognised brands, but Baker & McKenzie has today been named the strongest global law firm brand.

Ranked at the top for categories including awareness and favorability, the firm attributes its success to the fact that it advises some of the world's top companies. 

The Sharplegal Global Elite Brand Index rankings say the firm is most often considered for multi-jurisdictional deals and litigation in the survey of nearly 1,000 general counsel from many of the world’s leading organisations.

Bakers ranked top in the global elite list, followed by Freshfields Bruckhaus Deringer, then Clifford Chance, Linklaters, Allen & Overy, Jones Day, Hogan Lovells,Skadden, White & Case and DLA Piper all ranking in that order in the top 10. Norton Rose ranked 15th, and no Australian firms appeared in the top 20. 


"I like to think we have been identified as the world's most favored law firm because we have focused on serving clients well – across many issues, borders, cultures and legal systems – for over 60 years," said Eduardo Leite, chairman of Baker & McKenzie's Executive Committee.  

"Since the very beginning, we have been defined and driven by the needs of our clients, and have brought to them an increasingly valuable global perspective and a decidedly commercial and innovative problem-solving approach.”


Leite said: “We likely are the most recalled law firm because we serve more of the world's major companies than any other firm, not only on important transactions and disputes, but also in respect to the cross-border operational, commercial and compliance challenges that drive business success day-to-day."


The Global Brand Index was compiled from responses of  953 general counsels from companies worldwide with revenues of US$1 billion or more and forms part of Acritas’ Sharplegal Global Elite 2011 study.


Acritas is an international strategic research firm that specializes in custom research services in areas including client feedback, brand & communication, mergers & acquisitions services, and thought leadership. 

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