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Law firm brand awareness – we don't think so

One issue that continues to dog law firms as they gear-up for the Legal Services Act revolution is their complete lack of viable brand awareness in the outside world – which is a polite way of saying Despite all the money you spend on marketing, nobody has heard of you! For example, the Centre for Brand Analysis has just published its Official Top 500 top business superbrands for 2011 and it features just 11 law firms. (See attached PDF).

The Law Society – which is not a law firm – is in at No.77 whereas the first law firm listed is Clifford Chance (ironically the largest law firm on the planet) which gets in at No.184. On the otherhand the estate agency Savills is No.71. Even the Harrogate International Centre gets in at No.373 – ahead of five of the 11 law firms – yet there are people in Harrogate who have never heard of the Harrogate International Centre. (Probably.) Needless to say the majority of the firms are Magic Circle/top 25 sized firms – with the exception of Lewis Silkin who also make the top 500 superbrands list. (Probably due to Lewis Silkin's use of the colour orange in its branding.)