Thursday, 07 January 2016 15:44

Who stands out?

New ranking of law firm brands in Iberia reveals that Uría Menéndez and PLMJ are the top brands in Spain and Portugal respectively – the leading law firm brands are easily remembered, but also associated with market reputation and expertise in major deals and transactions

Uría Menéndez is the top law firm brand in Spain in the view of leading general counsel, while PLMJ takes the honour in Portugal, according to new research conducted by Iberian Lawyer. A survey of in-house lawyers at major companies in the two countries found that Uría Menéndez’s combination of being ‘front of mind’ with general counsel, being held in high esteem by the market, as well as being the top choice for major deals and litigation meant that its brand was considered the best in Spain. Similarly, PLMJ’s name was the best recognised in Portugal and this, coupled with its good reputation in the market and its track record for handling major transactions, meant it was ranked the country’s top law firm brand.
How is the ranking calculated? Our methodology is the same as that used by legal researchers and consultants worldwide. Study participants (in this case, general counsel who are responsible for buying legal services) are asked three simple questions: Which five law firms first come to mind? Which three law firms do you think most highly of? And finally, which three law firms are you likely to consider for major deals/litigation? For more details about the methodology (including an explanation of how firms’ brands are scored and the different weighting given to each response) see the ‘Methodology’ box on these pages.

Perhaps unsurprisingly, Spain’s “big three” – namely Uría Menéndez, Garrigues, and Cuatrecasas, Gonçalves Pereira – had the highest ranking brands. Garrigues actually was the top scorer in the study in terms of name recognition, but the fact that Uría Menéndez was regarded more highly in the market, as well as being the leading choice for ´big-ticket’ work meant that it finished top of the chart. However, participants noted that Garrigues brand was significantly boosted by its excellent reputation in the area of litigation. Meanwhile, third-ranked Cuatrecasas was commended by participants for the “close relationship” it forged with clients.

Close call
Two global firms, Clifford Chance and Baker & McKenzie, were ranked the fourth and fifth best law firm brands in Spain respectively. It was very close call between the two, but Clifford Chance edged out its rival in all three areas, specifically name recognition, level of regard in the market, and reputation for handling major deals and litigation. Clifford Chance was particularly noted for its expertise in international deals.
Pérez-Llorca was placed sixth in the table due to the fact it scored highly in terms of market reputation and record on large-scale deals and litigation. Indeed, Pérez-Llorca outscored the higher ranked Baker & McKenzie in both of these areas but was placed lower in the table due to the fact that Baker & McKenzie had far superior name recognition.
Seventh place in the Spain brand rankings went to Linklaters, largely due to its particularly high score for name recognition – the firms was ‘front of mind’ with a significant number of the research participants. Despite being the fourth largest Iberian law firm by revenue, Gómez-Acebo & Pombo’s brand was ranked in eighth position. While it scored relatively highly in terms of name recognition and market reputation, it scored less well when participants in the study were asked which firms they would choose for major deals and litigation. CMS Albiñana’s scored highly in terms of name recognition and meant it secured ninth spot in the rankings and edged out Freshfields Bruckhaus Deringer, which was placed tenth.  

Portugal: PLMJ leads the way
With regard to the rankings for Portugal, PLMJ’s high score in the area of name recognition – it was ‘front of mind’ with more study participants than any other law firm – meant it was ranked the best law firm band in the country. However, it should be noted that the firm was outscored by second placed Vieira de Almeida (VdA) and third placed MLGTS in the area of market reputation, as well as being outscored by MLGTS when study participants were asked which firms they would consider for major deals and litigation.
VdA was placed second in the ranking due to the fact that it was equal top scorer (with MLGTS) in the area of market reputation, and performed equally as well as PLMJ when study participants were asked which firms they were likely to consider for major deals and litigation.
MLGTS was ranked third in the table because, although it was the highest scoring firm in Portugal in terms of its track record for ‘big-ticket’ work, it was lagging behind both PLMJ and VdA in terms of name recognition. Fourth place in the table went to Linklaters – though the firm scored less than lower ranked firms in terms of name recognition, its good market reputation and expertise in major deals meant its brand performed well in the study.

Cuatrecasas brand travels well
Cuatrecasas, Gonçalves Pereira’s high score in terms of name recognition – it outperformed the higher placed Linklaters in this area – meant that it was ranked the fifth best law firm brand in Portugal. The fact it was ‘front on mind´ with a significant number of participants outweighed the fact that it scored less well in terms of level of regard in the market and its record for handling major deals and litigation.
It is also worth noting that while Cuatrecasas’ brand was considered to be not as strong as Uría Menéndez and Garrigues and Spain, it was considered to have the best brand of the three in Portugal – Uría Menéndez was ranked seventh in Portugal, while Garrigues failed to make our top ten list.
A relatively high score in the area of brand recognition meant that Abreu Advogados was ranked sixth, one place ahead of CMS, which was one of only four firms to be ranked in the top ten brand tables in both Spain and Portugal. IL

Mon Tue Wed Thu Fri Sat Sun
1
2
3
4
7
8
9
10
11
13
14
15
16
17
18
22
23
24
25
27
28
29
30
   

Click image

This website uses cookies

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we'll assume that you are happy to receive all cookies on the IberianLawyer website. However, you can change your cookie settings at any time. Learn more

I agree

What do I need to know about cookies?

A cookie is a small text file that’s stored on your computer or mobile device when you visit a website. We use them to:

  • Remember your preferences
  • Tailor our sites to your interests.

There are different types of cookies

First party cookies

These are set by the website you’re visiting. And only that website can read them.  In addition, a website might use a separate company to analyse how people are using their site. And this separate company will set their own cookie to do this.

Third party cookies

These are set by someone other than the owner of the website you’re visiting. 

Some IberianLawyer web pages may also contain content from other sites like Vimeo or Flickr, which may set their own cookies. Also, if you Share a link to a IberianLawyer page, the service you share it on (e.g. Facebook) may set a cookie on your browser.

The IberianLawyer has no control over third party cookies.

Advertising cookies

Some websites use advertising networks to show you specially targeted adverts when you visit. These networks may also be able to track your browsing across different sites.

IberianLawyer site do use advertising cookies but they won’t track your browsing outside the IberianLawyer.

Session cookies

These are stored while you’re browsing. They get deleted from your device when you close your browser e.g. Internet Explorer or Safari.

Persistent cookies

These are saved on your computer. So they don’t get deleted when you close your browser.

We use persistent cookies when we need to know who you are for more than one browsing session. For example, we use them to remember your preferences for the next time you visit.

Other tracking technologies

Some sites use things like web beacons, clear GIFs, page tags and web bugs to understand how people are using them and target advertising at people.

They usually take the form of a small, transparent image, which is embedded in a web page or email. They work with cookies and capture data like your IP address, when you viewed the page or email, what device you were using and where you were.

How does the Iberian Lawyer use cookies?

We use different types of cookies for different things, such as:

  • Analysing how you use the IberianLawyer
  • Giving you a better, more personalised experience
  • Recognising when you’ve signed in

Strictly Necessary cookies

These cookies let you use all the different parts of Iberian Lawyer. Without them services that you have asked for cannot be provided.

Some examples of how we use these cookies are:

  • Signing into the IberianLawyer
  • Remembering previous actions such as text entered into a registration form when navigating back to a page in the same session
  • Remembering security settings which restrict access to certain content.

Performance cookies

These help us understand how people are using the IberianLawyer online, so we can make it better. And they let us try out different ideas.
We sometimes get other companies to analyse how people are using the IberianLawyer online. These companies may set their own performance cookies You can opt out of these cookies here.Some examples of how we use these cookies are:

  • To collect information about which web pages visitors go to most often so we can improve the online experience
  • Error management to make sure that the website is working properly
  • Testing designs to help improve the look and feel of the website.
Cookie nameWhat it's for
Google DoubleClick The IberianLawyer uses Google DoubleClick to measure the effectiveness of its online marketing campaigns.Opt-out of DoubleClick cookies
Google Analytics From time to time some IberianLawyer online services, including mobile apps, use Google Analytics. This is a web analytics service provided by Google, Inc. Google Analytics sets a cookie in order to evaluate use of those services and compile a report for us.Opt-out of Google Analytics cookies