Baker & McKenzie and the importance of strong branding

Global firm Baker & McKenzie, which has long had a presence in the Australasian markets, is capitalising on awareness of its brand with further growth in its Australian practice.

Earlier this year a report from legal research company Acritas found that Bakers along with King & Wood Mallesons had the strongest law firm brand in Asia Pacific, with the general counsel who were surveyed noting that the firm’s international footprint allowed it to provide a seamless service that resulted in cost and time savings.

New recruit Peter Ickeringill, who is leaving his role as a corporate partner at domestic Aussie firm Corrs Chambers Westgarth to join Bakers in Melbourne, was swayed by the firm’s strong brand too.

Speaking when his hire was announced, Ickeringill said that Bakers “sets the bar for brand recognition and reputation”, adding that this as well as the firm’s international network would help him meet the growing demands of his clients.

A strong brand on its own won’t keep clients coming back, but it will get them in the door in the first place and that’s half the battle won.

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