Brand must be as important for local, independent firms as it is for international firms, according to Ms Hart Shepherd Bildagenhur Zoonar GmbH
Clifford Chance was next on the list followed by Norton Rose Fulbright. DLA Piper was ranked fourth whilst Magic Circle firms Linklaters, Freshfields and Allen & Overy followed. Norton Rose and DLA Piper moved up the table this year, displacing the Magic Circle firms which had held third and fourth positions previously. The Global Elite Brand Index is based on 1185 interviews with senior buyers of legal services in $1 billion plus revenue organisations. Questions asked included - The first firm to come to mind; The firms most considered for multi-jurisdictional deals;The firms they feel most favourable towards and the firms most considered for multi-jurisdictional litigation.