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Data and Methodology

100% Direct from Clients—Spontaneous Awareness of 426 Law Firms

BTI’s analysis measures top-of-mind recognition of 426 law firms based on unbiased, direct feedback from 633 in-depth interviews with corporate counsel at the world’s largest organizations. During the course of one-on-one in-depth interviews conducted between March 2015 and August 2016, BTI probed clients as to which law firms they associate with the 9 distinct characteristics driving the selection, consideration and hire of new law firms.

Each and every law firm included in BTI Brand Elite 2017: Client Perceptions of the Best-Branded Law Firms is the direct result of a specific unprompted client citation. We did not present clients with any law firms, by name, for the purpose of this analysis.

3 Core Success Factors and 9 Elements of Law Firm Brand

The critical aspects included in BTI’s definition of law firm brand are the direct result of more than 4,500 interviews with buyers of legal services over the past 15 years. Corporate counsel isolated 9 key brand-related elements driving their decision to select, consider and hire a particular law firm. These are:

 
 

The Clients We Interview

This analysis includes interviews with decision-makers at top-spending companies:

  • Average revenue of $16.0 billion
  • Median revenue of $4.8 billion
  • General Counsel/Chief Legal Officer
  • Direct Report to General Counsel
  • Other Legal Decision Makers

Research is BTI’s Core Expertise

Our research team includes some of the most respected, oft-quoted experts in the legal industry. Our analysts boast extensive training in statistics, survey technique and analytical methods. They have degrees from top universities and business schools and 5 or more years of practical experience in such applicable fields as professional services marketing, accounting, strategic research and economic and management consulting. Our interviewers are all college-educated and average more than 20 years of experience interviewing C-level and top executives.

BTI conducts all interviews using multiple techniques. These include:

  • Structured Questions
  • Quantitative Questions
  • Forward-looking Questions
  • Experience-based Questions

Order Your BTI Brand Elite 2017: Client Perceptions of the Best-Branded Law Firms Now

THE 2017
BTI BRAND ELITE 28

Top 26 HTML

Rank

Firm

01

Jones Day

02

Skadden

03

Dentons

04

DLA Piper

05

Baker McKenzie

06

Latham & Watkins

07

Cooley

08

Wachtell Lipton

09

Gibson Dunn

10

Kirkland & Ellis

11

Sidley

12

Reed Smith

13

Cravath

14

Morgan Lewis

15

View All BTI Brand Elite 28 Firms Here


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