Brand consultancy compares merged law firms to cocktails

Intangible Business says bringing two or more firms together is similar to how mixologists create cocktails

A brand valuation consultancy has likened top firms such as Norton Rose Fulbright and Berrymans Lace Mawer to cosmopolitans and mocktails, respectively, to "highlight the brand management issues at stake when firms enter into merger negotiations".

Intangible Business suggests that a key consideration often missing from the merger agenda is how the brand functions as part of the merger process.

Read the full story at Solicitors Journal.

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