The URJC-Lefebvre Chair has presented Brand in Law, a pioneering report in the legal field in Spain that seeks to analyze the perception of in-house lawyers about law firms and the attributes that define their positioning. This study combines qualitative and quantitative methods, providing a clear and data-based view of legal branding in the country.
María Enciso, dean of the Faculty of Legal and Political Sciences at the Rey Juan Carlos University, highlighted that the report represents a significant advancement for the Spanish legal sector by introducing a tool that, for the first time, addresses legal branding through an academic methodology. This would contribute to the strengthening of the legal ecosystem.
Brand in Law has collected 103 valid responses from general counsels and in-house lawyers from leading companies in various areas, including services, technology, energy, and finance. The results indicate that the three most valued attributes in the selection of firms are trust, technical quality, and customer service, all scoring above 8.8 out of 10. In contrast, innovation and ESG criteria, much debated in recent years, are not considered decisive in the selection of law firms.
The report also reveals a significant concentration in the notoriety of the legal market, where only three firms—Garrigues, Uría Menéndez, and Cuatrecasas—account for over 61% of spontaneous recall among respondents, evidencing substantial polarization in the sector.
Among the key findings is the increasing relevance of the lawyer’s personal brand in the process of selecting a law firm. According to the interviewed legal directors, attributes such as judgment, problem-solving ability, strategic vision, and business understanding are becoming increasingly crucial in hiring decisions. Eugenia Navarro, an innovation consultant in the legal sector, indicates that this trend is shifting away from the traditional focus on technical excellence.
The study also provides valuable information on how firms can enhance their positioning. Sara Santos, a strategic consultant, points out that Brand in Law offers data that allows firms to identify the attributes that truly add value and how to strengthen their reputation. Blanca Remírez de Ganuza adds that the report serves as a solid starting point for analyzing strengths and strategic opportunities.
José Angel Sandín, CEO of Lefebvre, emphasized the importance of this initiative as part of the company’s strategy. He underscored that it is an invitation to rethink legal practice from an innovative and technological approach. The report is available for public consultation, serving as a valuable resource for all stakeholders in the legal sector who wish to better understand branding dynamics in their field.
Referrer: MiMub in Spanish