What reputation really means (Hint: It’s not brand)

Law firms rise and fall on their reputation, both among clients and competitors. But what do we really mean by “reputation,” and how is it measured? Edge International’s exclusive Reputational Index points the way towards the answers, and warns that the world’s leading law firms are raising the reputational stakes for everyone.

It seems that increasingly large portions of law firm marketing resources are devoted toward branding. In fact, it often appears that the first priority for every newly appointed Chief Marketing Officer is a “rebranding” project. When pressed, the reason given invariably is that a firm’s brand reflects the way the firm is seen by the marketplace.