For the second year in a row, Jones Day has topped the list of the Acritas U.S. Law Firm Brand Index. Last year, bolstered by publicity for work done by the Trump administration, they took over the top spot from Skadden, and in this year’s survey they built upon that lead. This, despite that fact that Skadden also increased its brand strength:
Jones Day is the strongest law firm brand in the US for the second consecutive year after surpassing five-year leader Skadden last year. While Skadden has strengthened its brand this year, Jones Day has seen a larger gain and increased its lead on the market.
Lizzy Duffy, VP of Acritas US said: “Jones Day is more favored this year for its practical style of delivery, along with its global coverage and breadth of services – all areas we know align with clients’ evolving needs especially now that half of legal departments are assigning responsibility for optimizing legal operations.”
The Brand Index is based on surveys of 2,130 in-house counsel who have senior responsibility for buying legal services in organizations with revenues of $50M and above. And it focuses on five main areas of competency:
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- Top of mind awareness
- Favorability
- Consideration for top-level litigation
- Consideration for major M&A
- Most used overall.
The majority of the top firms on the list improved overall or in one of the categories. But that doesn’t mean they should rest on their laurels. As Duffy notes, the threat from alternative service providers is coming:
“As clients look for ways to drive value in managing their legal work, the threat from alternatives will continue to rise. Our latest research study shows top of mind awareness of Axiom has almost tripled in four years in the US. Law firms must use this threat as an opportunity to adapt to clients’ current needs.”
Check out the full Top 20 list below:
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Kathryn Rubino is an editor at Above the Law. AtL tipsters are the best, so please connect with her. Feel free to email her with any tips, questions, or comments and follow her on Twitter (@Kathryn1).