Jenner & Block has been identified by general counsel as one of 26 law firms with exceptionally strong brands, according to the BTI Consulting Group. To compile the “2014 BTI Brand Elite,” BTI surveyed more than 300 in-house counsel at large corporations in 2013 to understand which firms have superior brand equity. Factors such as which firms are most recommended as a primary law firm by corporate counsel, how likely a firm is to be an industry leader over the long term, and which firms are the safest choice for bet-the-company matters and other high-risk work were considered.
“The BTI Brand Elite 26 are setting the stage for what’s to come — creating new standards by which other firms are measured, establishing solid, long-lasting reputations for handling the most high-stakes issues and redefining what it means to be innovative in a world oft criticized for its devotion to old-school practices,” BTI concluded.
In addition, BTI ranked Jenner & Block as a “Best Brand Builder,” one of just 19 law firms with outstanding upward trajectory in brand out of the 650 law firms serving large clients.