Riddle of the brands: the secret formula of kudos

The value of a firm’s brand is tough to put a figure on, but a system used by other industries claims to be able to do just that.

Now, get out your calculators. Punch in the revenue you expect your firm to bring in next year. Press the ­memory button, or if you are a bit out of touch with technology, just write it down.

Make sure you know your firm’s net revenue, forecast growth as a ­percentage, profit margin, total and average deal size. Each should have a weighting of 8 per cent of the final total. Add the lawyer headcount, which has a weighting of 10 per cent of the final total. Throw those figures in a super number-churner by adding them together according to their weighting, and remember the result - a score out of 50.

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