Jones Day overtakes Skadden for the first time to be the top-ranked law firm brand
New York, NY, Feb. 13, 2017 -- For the first time since the Acritas U.S. Law Firm Brand Index launched in 2012, a new firm takes top billing as the best brand in the legal industry. After five years in the number two spot, Jones Day moves to the top, ousting long-time leader Skadden to be number one law firm brand in the U.S.
Throughout the years, the Acritas U.S. Law Firm Brand Index has revealed that the strongest brands are those that perform well across multiple metrics and have the scale and marketing capability to affirm their position in the minds of clients.
“Jones Day hit all the high marks in the areas it matters most – they can offer clients breadth and international reach alongside a consistent performance in terms of quality and service,” said Lizzy Duffy, Vice President of Acritas US, Inc. “The firm has been narrowing the gap between first and second place for several years, and this year their efforts really resonated with clients and others in the industry.”
The biggest jumps into the top 20 rankings this year were made by Ropes & Gray, which jumped 26 places this year points for 13th place; Dentons, which moved 12 spots this year into the top 20 for a total move of 58 places in rank since 2012; and Littler Mendelson, up 17 spots this year and 29 spots since 2012.
Outside of this year’s top 20, BakerHostetler rose 116 since 2012 to rank 22nd in 2017. Other firms that increased more than 50 ranks since the inaugural survey and now rank inside the top 50 are: Perkins Coie, Barnes & Thornburg, and Nixon Peabody.
"We've seen quite a bit of movement in the rankings, which we believe is positive for U.S. firms and for their clients," said Duffy. “The Index does not just reflect technical competence—it also shows which firms are upper-most in clients’ minds, which ultimately translates into the firms which are most likely to win new business.”
Now in its 6th year, the Acritas U.S. Law Firm Brand Index measures the brand strength of law firms across six metrics: top of mind awareness, favorability, consideration for top-level deals and litigation, overall usage among U.S.-based clients and inbound usage among international clients. Firms receive points per mentions in each of these categories and assigned a total points score. The firm with the most points sets the index at 100, and all other scores are calculated off of this.
The Index uses data collected from an independent telephone survey of 765 senior in-house counsel from around the world across a range of industries: 604 of those surveyed were at U.S.-based organizations; the remainder were at multinational firms with legal needs in the U.S.