US Law Firm Brand Index: Differentiation is key in competitive legal market, survey shows


The new “US Law Business Brand name Index 2022” displays that US law firms actually want to hone their authorized capabilities in buy to stand out in this competitive sector

Thomson Reuters’ US Law Company Brand name Index shows that the authorized sector in the United States remains one of the most competitive in the world, and that limited competition is mainly driven by the progress possible that the US provides to legislation companies.

Of class, the caveat is that for a legislation organization to differentiate itself in the minds of shoppers or to even only stand out in this market calls for companies and their best law firm to hone an at any time-evolving set of techniques.

For example, responsiveness to clientele no extended makes a regulation business stand out as exclusive, nor can firms tout their responsiveness as everything beyond uncomplicated desk stakes. However, newer competencies — like getting proactive communicators — nevertheless will allow a firm and its important legal professionals to attractiveness to what their shoppers are stating they want to see in their exterior authorized counsel.

From a brand name perspective, you can see this submit-pandemic shift plainly going on as conventional regulation company differentiators like historic reputations or relationships with specific legal professionals gave way to other variables these as clients’ need to have to have rapid, trustworthy tips from their exterior counsel. The immediate response factor of authorized perform was progressively important to clients, specially as in-household lawyer workloads go on to improve.

Even further, our study data demonstrates that purchasers in virtually just about every nation or region are organizing to enhance the degree of their lawful devote in 2022 — and that was real in the US lawful industry as well. In point, it appears to be that the lingering impact of the pandemic has retained clients’ lawful budgets strong and corporate legislation departments’ reliance on outside counsel at a higher level, much to the reward of regular legislation firms and other companies of lawful products and services.

Reacting to clients’ altering needs

The effect of the world-wide pandemic shown to regulation companies within just the US legal business — as well as to firms within legal marketplaces about the world — that the great importance of obtaining a highly regarded and evidently outlined brand name when it comes to attracting customers, attaining their believe in, and cementing potent relationships was paramount. Now, as law firms request to help their consumers navigate however uncertain waters in the pandemic’s wake, they are observing how important it is to their success that they retain these superior-top quality interactions.

Thomson Reuters’ Regional Elite Law Organization Model Index 2022 confirmed how individuals law companies that had been capable to build substantial company favorability and brand name recognition in the minds of consumers, and thereby fortify these shopper relationships saw the most advancement in this year’s Index. The Regional Index handles the legal marketplaces in five separate countries or locations — the United States, the United Kingdom, Mainland Europe, Canada, and the Asia-Pacific location. Each individual Index is based mostly on knowledge compiled in 2021 from Thomson Reuters Sharplegal research.

You can watch Jennifer Dezso, Director of Consumer Relations at Thomson Reuters, breakdown not just the US authorized industry, but also the markets in the British isles, Mainland Europe, Canada, and the Asia-Pacific region. at?v=_b8Oknt55EA

This year’s US Regulation Company Brand Index plainly mirrored this new actuality — and for the initial time, Latham & Watkins steps into the number a single location in the US Brand Index. Not only does the company produce the most best-of-head awareness rating with US-primarily based customers, but the firm is also the just one to which shoppers change to most for higher-benefit do the job issues.

2nd spot went to Kirkland & Ellis, which continues to solidify its manufacturer as a top rated-amount company. For the very last two several years managing, the agency was cited as the 1 most routinely regarded for prime-level litigation and M&A perform. Also, this year’s Index showed that two new corporations attained the Leading 20 for the to start with time: Alston & Bird and Winston & Strawn. The two companies have scaled the ranks by leveraging their solid regional reputations into a national existence that has resonated with clients.


As we commence to move absent from the worst of the pandemic crisis, shoppers evidently started shifting their focus as to what they desired from both their in-property lawful groups and their exterior law corporations. As a result, lawful demand became additional centered on forward-dealing with elements like how nicely legislation firms recognized their clients’ business and sector sector. Now, as we shift ahead, shoppers in the United States and elsewhere continue on to need this specialist expertise and holistic services from their lawful companions.

Down load Thomson Reuters’ US Law Firm Brand Index 2022 listed here:


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