The Financial Case For Law Firm Branding

Law360, New York (February 26, 2010, 11:42 AM EST) -- Over the last two decades, global law firms have evolved from collegial professional partnerships to organizations that adhere to the management practices of other large businesses, yet many of them continue to neglect the vital importance of effective branding, particularly in a weak economy.

In 2009, 13 of the Am Law 200 firms had revenue above $1 billion. Two of the firms exceeded $2 billion, while another 12 had revenue between $900 million and $1 billion. Businesses of such magnitude need sophisticated strategies for profit maximization,...
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