The battle of the brands
Felicity Nelson, Lawyers Weekly, August 12, 2014
“Herbert Smith Freehills is the top law firm brand in Australia, but King & Wood Mallesons and Baker & McKenzie share the title in the Asia Pacific, according to a new study.
HSF came in third in the Asia Pacific, benefiting from strong brand awareness and favourability ratings in the Australian market.
Clients indicated that they would trust HSF with top-level and multi-jurisdictional litigation. The successful consolidation of its 2012 merger also gave the firm positive exposure over the last 18 months.
KWM scored highly due to strong awareness and favourability recorded in Australia and China, whereas Baker & McKenzie’s success was due to high levels of awareness across the Asia Pacific more generally.
Baker & McKenzie was considered by in-house counsel as one of the best firms for major M&A, multi-jurisdictional deals and litigation. The firm has a long-standing reputation as the top international brand and topped last year’s Global Elite Brand Index for the fourth year in a row.
“Clients in Asia Pacific are looking for firms which offer a mix of international and domestic expertise combined with the ability to manage costs, operate efficiently and provide innovative solutions,” director and head of Asia Pacific at Acritas Sarah Chisman-Duffy said.…”
To read the full article please click on the link below or copy and paste the url into your browser
For more information and to download the overall Index as well as international law firm and individual country rankings, please click here.