Mega firm reveals crucial branding strategy

Brand awareness for law firms is crucial in an increasingly competitive market, one firm head tells how to do it well.

As more and more players enter the legal market, strong brand awareness has become more important than ever before.

King & Wood Mallesons is currently the world’s fastest growing legal brand according to the Acritas Sharplegal Global Elite Brand Index, which has seen Malles jump a whopping 12 places since 2010.

According to global managing partner Stuart Fuller, strategizing on a greater scale is the key to increasing brand awareness, particularly as clients themselves focus on their own global brands. 

“We have created a global platform combined with local depth,” Fuller said.

“We have an unrelenting focus on delivering a clear strategy of a global law firm that has a distinctly Asia focus.” 

“We are driving towards consistency, raising our global capability across important areas such as M&A, equity capital markets, international arbitration, energy, funds and IP at both a local and cross border level.”

Four years on from the firm’s Australia-China merger and two years on from merging with Europe and the Middle East, the KWM is focussed on keeping relevant in each local market, rather than just having a ‘flag on a map’. 

“The combination of the merger of three firms creates a strong global platform for cross border and multi jurisdiction work,” said Fuller.

“The continued improvement of our brand is a result of the local depth and global platform that KWM provides to its clients, our ability to connect our clients to business opportunities in the world's growth engines in Asia, and to provide our regional clients to the benefits of the global markets.  We are grateful to our clients for recognising our differentiators and for the support that they provide to us in these global rankings.”

The Acritas Sharplegal Global Elite Brand Index takes into account the views of 2,300 general counsel from ‘global elite’ organisations.

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