Superbrands poll is topped by Eversheds and, errr, the Law Society
26 February 2010
The Centre for Brand Analysis announced this week that Eversheds and The Law Society had come top of the legal sector of their Superbrands poll.

The poll is supposed to measure the perceived quality, reliability and distinction of a brand and is drawn up from the opinions of 1,700 business professionals across the UK. Overall, the Law Society has the 75th best brand in the UK and Eversheds the 214th. 

Eversheds branding, yesterday

In reality, the results look more like a simple ranking of name recognition. Eversheds has rarely been out of the press over the last year, what with four rounds of redundancies and partners endlessly sending out stupid emails. Meanwhile the Law Society has received plenty of attention by warning people to stay well away from the profession and showing that it can't organise it's way out of a paper bag.

Law firms with lower levels of quality, reliability and distinction included Clifford Chance (225), Linklaters (238), and Freshfields (282).

A spokeswoman for Eversheds said "We apologise if the Superbrand results aren’t to the liking of some of our competitors, but an independent survey of 1700 business executives is pretty hard to fiddle, even for our crack media team. We were the third highest law firm last year and the fact we’re now first shows that it’s no fluke. Perhaps the results reflect the reality of what's important to those who actually use legal services."