Jones Day named top branded law firm again in BTI Brand Elite survey

Jones Day named top branded law firm again in BTI Brand Elite survey

Jones Day remains the number one brand among law firms, marking the second year in a row the global law firm received the top ranking in the BTI Consulting Group's annual "Brand Elite" survey.

BTI Brand Elite 2018 ranks the law firms with the best brand standing among nearly 700 general counsel and legal decision makers offering unprompted feedback regarding the preeminent law firms.

BTI proclaimed that "clients note the firm's dedication to ensuring a consistent, superior client service experience across Jones Day. Clients see Jones Day as leading the pack in client service delivery while also naming the firm best at delivering premium value. This brand differentiation has proven to be a business development boon for Jones Day—the firm earns the most recommendations from clients and tops more clients' short lists of core law firms than any other firm. 2018 marks Jones Day's seventh year in a row in this exclusive group of elite law firm brands—proving Jones Day continues to go above and beyond, impressing clients more with each year."

"We try to understand and deliver the services and solutions that our clients inform us that they want to buy and not simply the legal skills that apparently most law firms are trying to sell," said Glen Nager, Jones Day's Client Affairs Partner. "We focus on knowing our clients' businesses, collaborating across our offices and practices to deliver innovative and cost-effective solutions to them, managing matters to agreed scope and budget, and communicating on a timely, pro-active basis about issues and trends of which our clients should be thinking. Our brand ranking is gratifying, because it suggests both that we are providing unique value to our clients, and that our disciplined focus on client needs is positively differentiating us in the marketplace."


Jones Day earned the most votes in three key categories: "Most Recommended," "Long Term Survivor," and "Making Changes to Add Value."

The Firm was one of only four firms named best-of-the-best in all nine brand-differentiating categories:

  • Recommended
  • Short-Listed
  • Premium Worthy
  • Bet-the-Company
  • Survivors
  • Movers & Shakers
  • Tech-Savvy
  • Value Drivers
  • Client Service Strategists

"Jones Day continues to set the standard for leaving the strongest and most impressive imprint on top legal decision makers," according to Michael Rynowecer, BTI Consulting Group President, who directs the research. "Jones Day establishes itself as the best law firm brand for the second year in a row. The firm delivers at best-in-class levels in all nine factors driving brand and makes its brand even stronger."

This BTI Brand Elite report marks the second time this year that Jones Day was cited as the leading U.S. law firm brand. Acritas Research ranked Jones Day number one in its 2018 U.S. Law Firm Brand Index in February.

BTI’s survey of legal decision makers also ranked Jones Day number one this year in its Client Service A-Team report. BTI furthermore ranked Jones Day as one of its "Fearsome Five" − law firms clients would least like to see as opposing counsel − for the sixth consecutive time in its 2018 Litigation Outlook report.

Jones Day is a global law firm with more than 2,500 lawyers in 43 offices across five continents. The Firm is distinguished by: a singular tradition of client service; the mutual commitment to, and the seamless collaboration of, a true partnership; formidable legal talent across multiple disciplines and jurisdictions; and shared professional values that focus on client needs.

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