Baker McKenzie tops European law firm brand index

Baker McKenzie has topped a new ranking of the leading law firm brands in mainland Europe, with “global firms beating out Euro-centric firms” according to market analysis firm Acritas. The research finds that outward-looking brand positioning is crucial in the law firm space. 

In the Mainland Europe Brand Index, Baker McKenzie topped the ranking with a brand index of 100 (the ranking is presented as a strength index, working down from the number one spot which always boasts a score of 100), with second place Linklaters boasting a brand index of 71. While the list is populated by full-service firms, a significant proportion of the top 20 brands boast a well-regarded trademark practice – such as DLA Piper, Allen & Overy, Hogan Lovells, Dentons, Herbert Smith Freehills and Bird & Bird.

The top 10 are as follows:

• Baker McKenzie (brand index of 100)
• Linklaters (71)
• Freshfields (60)
• DLA Piper (56)
• Clifford Chance (55)
• Allen & Overy (45)
• CMS (37)
• Hogan Lovells (31)
• White & Case (30)
• Gleiss Lutz (28)

Interestingly, while the ranking shows Baker McKenzie far out in front, it is actually tighter than last year’s equivalent ranking, which had DLA Piper in second place with a brand index of 48. It suggests that a broader spread of mainland European law firms have increased their brand equity in the past 12 months.

According to Jo Summers, director at Acritas, a key differentiator for law firm brands is based on a forward-thinking approach. “We believe that in a shifting European market, it is the firms who can offer innovation and adaptability, coupled with a strong international and local proposition to clients and consistency in client service who will seize competitive advantage and win market share,” she suggests.