Brand value

We often ask in-house counsel what they look for in a law firm and which external legal advisers they turn to in times of need. Based on a recent survey on brand awareness by legal researcher Acritas, Baker & McKenzie is top of the lot, beating the likes of Freshfields Bruckhaus Deringer, Linklaters, Clifford Chance and Allen & Overy to the top spot.

The firm’s strengths in Latin America and Asia are thought to have helped cement its reputation in the in-house circuit, according to the survey, which has ranked Bakers in pole position for three years running.

What’s more, the fact that just last week The Lawyer revealed that EDF Energy is poised to appoint Bakers to its panel, surely makes the firm in-house counsel’s flavour of the month.

Eversheds, Herbert Smith Freehills, Squire Sanders and Bristol’s TLT are also expected to gain appointments, but Bakers is the only firm not currently on the panel. That would be a real coup.