Dentons enters ranks of top 20 most recognized firms
A new report released in October 2013 by Acritas, the world’s leading provider of legal market research, shows that Dentons has entered the ranks of the top 20 legal brands just six months after the firm’s launch.
The Acritas 2013 Global Elite Brand Index ranks Dentons as the 19th most favorably recognized legal brand, according to the responses of 815 senior general counsel in multinational companies with revenues of more than $1 billion who participate in the Acritas survey.
“When Salans, FMC and SNR Denton came together in March, we were determined to challenge the most elite firms in the global marketplace,” said Dentons Global Chair Joe Andrew. “The fact that major purchasers of legal services across the globe – our clients – have placed us among the ranks of the world’s leading law firms in such a short amount of time is a testament to the quality legal counsel and business solutions our lawyers and professionals are driven to deliver every day.”
“We consciously pursued a brand migration strategy through client relations, advertising and marketing to transfer the high regard and goodwill that Salans, FMC and SNR Denton enjoyed in their own regions to the global brand of Dentons,” said Dentons Chief Executive Officer Elliott Portnoy. “We are convinced that those strong foundations are what has allowed the Dentons brand to gain traction so quickly.”
The Global Elite Brand Index incorporates general counsel responses to questions regarding brand awareness, favorable impressions of firms, which firms they would consider for multi-jurisdictional deals and which they consider for multi-jurisdictional litigation.
According to Acritas’ research, Dentons made the single largest one-year gain both in the index score and its rankings position, rising from 63rd in the 2012 Global Elite Brand Index to 19th this year. For new firms like Dentons, Acritas uses the highest ranking of legacy firms for the previous year.
Acritas noted, “Jumping ahead 42 places in 2013, the newest brand on the block, Dentons, has performed exceptionally well, gaining 21 places, fueled largely by a substantial increase in brand awareness on the back of high profile deals.”
The report calls Dentons, “one to watch.”
Acritas says its rankings reflect international clients’ preference for “a new breed of challenger brands” like Dentons.
