03 October 2018

9 in a row as general counsel survey rates Baker McKenzie top law brand

General counsel survey tags the global firm as 'world's strongest law firm brand' for the 9th consecutive year.

Global law firm Baker McKenzie has kept its top position as the world's strongest law firm brand in the 2018 Acritas Global Elite Law Firm Brand Index.

Legal disruption

The firm received an overall score of 100 which is 51 points ahead of the firm ranked in second place and ranked top for each of the brand measures that comprise the Index - awareness, favorability, consideration for multi-jurisdictional deals and for multi-jurisdictional litigation. Ranking is based on responses from 1,600 general counsels (or equivalent) across the world’s largest multinationals with revenues in excess of $1bn. Global Chair of Baker McKenzie Paul Rawlinson commented ‘our new lawyers brand uniquely positions us to best serve our clients and our people. We have always been an innovative firm, the original legal disruptors if you will, but new competition and technology is driving the pace of change faster than ever before.’ Clifford Chance came in second place and DLA Piper was third. The fastest growing brand was Eversheds Sutherland, which tied for No. 12 with Herbert Smith Freehills and Skadden Arps.

Not top-earner

Lisa Hart Shepherd ceo of Acritas says, ‘Baker McKenzie continues to dominate on brand awareness, favorability and consideration for multi-jurisdictional deals and litigation, aided by its vast footprint and recognition by clients for its efforts in relation to innovation. For the third year running the firm is twice as strong as the number two ranked brand.’ The firm takes the top spot despite no being the highest-earning firm, according to a new survey. The firm captured the top spot based on responses from some 1,600 people who are senior buyers of legal services at major companies.