Toronto-based global law firm Blake, Cassels & Graydon (Blakes) is Canada’s strongest law firm brand for the second year in a row, according to Acritas’ just-released Canadian Law Firm Brand Index 2017.
Marking the third time in six years that Blakes has taken the top spot, this year the firm gained considerable breathing room from the rest of the pack: McCarthy Tétrault holds its number two spot, but 15 points separates the top two brands, the widest gap since the Index was first published six years ago.
Acritas, a research firm that provides business intelligence to the global legal marketplace, launched the Canadian Law Firm Brand Index in 2012. The Canadian Index, and a similar US Law Firm Brand Index have demonstrated that the strongest brands are those that perform well across multiple metrics amid an increasingly competitive and discerning market, according to Acritas. (The US Law Firm Brand Index 2017 was announced in February with Jones Day topping the Index.)
“Law firms realize that a strong legal brand has tangible value, resulting in more new business opportunities and a greater share of spend from clients,” said Elizabeth Duffy, vice president of Acritas. “Blakes continues to hold onto mindshare in all the right categories, including: awareness, favorability, consideration for top-level M&A work and usage among the in-bound international buyers in Canada. They are to be congratulated.”
Canadian Firms — The Top 10 Canadian Brands
Compared to last year, there were minimal shifts among this year’s Top 10: Osler Hoskin, climbed two spots to sixth place; BLG and Tory’s each dropped one spot to seventh and eighth places, respectively; and Dentons and Gowling WLG swapped places to round out the Top 10.
To compile the Index, Acritas measures the brand strength of law firms across six metrics: top-of-mind awareness, favorability, consideration for top-level deals and for litigation, overall usage among Canadian organizations, and usage among multinational firms with interests in Canada. Firms receive points per mention in each of these categories and are assigned a total-points score. The firm with the most points sets the Index at 100, and all other scores are calculated off of this.
The Index uses data collected from an independent telephone survey conducted between January and October 2016 of 341 senior in-house counsel or their equivalents from Canadian organizations and from multinationals with legal needs in Canada.