Super branding

It’s that time of the year when the Centre for Brand Analysis publishes its annual list of Superbrands.

Once again there’s been a shake-up among the law firms that have made the cut (see story).

Last year Clifford Chance took the top spot among law firms at number 184, way behind the likes of Rolls-Royce, Google and Apple, which were in the top 10. Despite climbing to 178 this year the firm could only manage second place behind Linklaters, which ranked at 175.

Linklaters’ rise to the top of the law firm list is an indication that a firm’s internal strugglesand its position as a talking point around the water coolers of other firms don’t amount to a hill of beans when it comes to its wider reputation. A comforting thought for some, but a terrifying one for many others.

For more information on brands – check out The Lawyer’s City Column on the secret formula of kudos and Marketing Week editor Ruth Mortimer’s thoughts on law firm brands.

Not much detail was given on the Superbrands methodology save to say that a panel of experts and 1,600 business professionals determines the rankings. Not that The Lawyer is complaining of opaqueness: we ranked at number 466 – ahead of Herbert Smith, no less.