Which firm has the strongest brand in APAC?

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Baker & McKenzie has been named the strongest law firm brand in the Asia Pacific region in the Acritas’ 2015 Asia Law Firm Brand Index for the second year in a row.

According to the index, which is calculated by interviews with 363 general counsel in the region, Baker & McKenzie is considered for the most multi-jurisdictional litigation as well as for inbound work, the firm’s global network perceived as an asset.

“We are extremely honoured to be cited again by Acritas as the region's strongest law firm brand, particularly at a time when the market for legal services is becoming increasingly competitive,” said Asia Pacific regional chairman, Bruce Hambrett.  “We have been in Asia Pacific for more than 50 years, and continued to grow our practice by aligning ourselves to those markets where our clients are investing.  We strive to stay ahead of the curve by anticipating our clients’ needs and developing new practice areas.

“This recognition validates our global strategy and client-driven approach to our work and service delivery.”

Securing a lead of 18 points above its nearest competitor, general counsel surveyed voted Baker & McKenzie the leading firm in terms of awareness and favourability and highly considered for top-level litigation and major M&A; as well as their use of firms for high value work.

“I predict that we will continue to see firms who can be a true global partner to clients rise up the ranks, seize competitive advantage and ultimately win market share, said Acritas CEO Lisa Hart-Sheperd.

“Our data shows an increasing need for firms that offer international workflows, both between the different Asia Pacific markets and outside of the region.  This means that firms who can offer local market knowledge, and depth and breadth of expertise in multiple territories are going to offer comfort and value to clients, particularly those who are often unfamiliar with the markets themselves.”

Norton Rose Fulbright was named the fastest riser in top 20 list, coming in at fourth place.

"Climbing to fourth is a strong endorsement of our global strategy and positioning and the industry sector strength that we have been able to deliver, not jus around the world but most importantly in the Asia Pacific region," said Australia managing partner Wayne Spanner.

"I am delighted to be recognised by our clients in that manner and it is a tribute to the hard work of our people."

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