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Skadden ranked by GCs as the strongest US law firm brand

1 February 2012

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By Manju Manglani, Editor (@ManjuManglani)

Skadden has the strongest brand among law firms in the United States, according to a recent survey of general counsel.

Jones Day, Kirkland & Ellis, Sidley Austin and Wachtell came close behind in the Acritas rankings.

Interestingly, Baker & McKenzie ranked seventh for US brand recognition, despite it being previously ranked by Acritas as having the strongest brand globally for cross-border work.

Respondents to the new survey were asked to name which US firms came first to mind, which they most favour and use for high-value work, and which they most consider for top-level litigation or M&A work. In addition, general counsel based outside the nation were asked which firms they most used in the United States.

The survey notes that law firms’ brand profiles have been boosted by their increasingly sophisticated marketing functions, more lawyers acting as brand ambassadors and strengthened institutional relationships. This has resulted in higher levels of awareness among existing and potential clients and helped them to win new and repeat work, as well as to generate client referrals.

The survey was based on interviews with 667 general counsel based in the US in organisations with revenues of over $50m, and 235 general counsel based outside the US in multinationals with revenues of over $1bn and legal needs in the United States.

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