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Linklaters achieves top law firm ranking in Superbrands index

19 March 2012 | By Sam Chadderton

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Linklaters is the most recognisable law firm in the UK according to research published today looking at the profile of business brands.

The Superbrands list puts LInklaters in 175th place, having overtaken Clifford Chance as the highest ranked legal entry. Clifford Chance was ranked 178th and Eversheds 258th. Allen & Overy was the biggest mover, up 62 places from last year to 274th position.

Freshfields Bruckhaus Deringer follows closely at 275, with Slaughter and May at 283.

Herbert Smith is back on the list at 492, coming in below The Lawyer which is ranked as the 466th best-known business brand.

The Law Society was ranked above all the law firms in 69th position.

Rolls-Royce Group claimed the overall top spot, followed by Google, GlaxoSmithKline, Apple, British Airways, Virgin Atlantic, London Stock Exchange, Bosch, Visa and PricewaterhouseCoopers.

The brand rankings are determined by a panel of experts and 1,600 business professionals, compiled annually for the Superbrands organisation by the Centre for Brand Analysis.

Some firms who were on last year’s list missed out on the top 500 completely. They included Hogan Lovells, Norton Rose, Pinsent Masons, Simmons & Simmons and Lewis Silkin.

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Readers' comments (3)

  • Mark Goyne | 20-Mar-2012 12:49 pm

    I am not sure this is valid. Can you really say a law office brand is as important to a particular law firm as the brand name Coke to Coca Cola Amatil? I dont think you can.

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  • Lisa Hart Shepherd, CEO, Acritas | 20-Mar-2012 4:11 pm

    The importance of brand may only just be dawning on some law firms but for the largest firms operating on a global scale, brand strength is already central to their success.
    Acritas’ Sharplegal – the world’s most comprehensive study of the global legal market – shows that most of the top-ranking legal firms have a strong and cohesive brand ethos and a leadership team who is committed to building a global platform. The unity of thought and direction that strong brands engender make it easier for their staff to pull in the same direction to achieve clearly defined roles. This more corporate and unified style also proves attractive to clients who are reassured, when operating globally, that they will receive a consistent standard of service across all their markets.
    Strong brands are built around a clear position of difference. In the face of increasing competition, if a law firm, whatever its size, can identify its point of difference, effectively communicate that difference and provide a consistently high standard of service in line with it, they will steal a march on the competition and discover the true value of a strong brand.

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  • Safety | 20-Mar-2012 4:18 pm

    10 years ago I told my mum I had got a new job at Freshfields. She said, "Oh really? I used to do the weekly shop there".

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