Linkaters is most recognizable law brand, says survey

March 23, 2012 The annual survey of leading brands by Superbrands has been released, with Linklaters leading the board among law firms at 175th place, dethroning Clifford Chance (178th) and Eversheds.

The survey attempts to provide "an insight into some of Britain's strongest brands", outing Rolls-Royce Group first, and Google second, with Apple in fourth place and British Airways in fifth. The results seem to be inconsistent and / or anamolous, with former leader law firm leader Eversheds coming in at 258th place this year, and beating Allen & Overy (274th), Freshfields (275th) and Slaughter and May (283rd).

Roll on Friday did a little research to discover the ranking methodology, and found that a panel whittles down the initial list of 1,500 brands by marking each one out of 10. The lowest-scoring brands are then eliminated, and "business professionals" are then given the opportunity to vote for their favourite. It is fair to say that the process and the results are less than scientific.


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