A few weeks back, when writing about the storm in the teacup that accompanied the Superbrands rankings, I argued law firms have wider brands that reflect the general awareness of their business, which can be very different to the views of those with direct dealings with the firm.
To follow up on that point, probably one of the best benchmarks any law firm can get of that wider brand is how students see them. After all, it is widely acknowledged that students, while being considerably more clued up than earlier generations about the bruising realities of commercial practice, still find it very hard to distinguish between individual law firms. (You can’t hold that against them, since many clients have the same problem.)
