Law Firm Awarded 2020/21 Superbrands Status

Irwin Mitchell has been named as the leading Superbrand in the legal sector for 2020/21.

The Superbrands survey is independently run with one of the world's leading data research companies and has been tracking the perception of a wide range of business brands in the UK since 2001. It follows a voting process involving 2,500 business professionals with purchasing or managerial responsibility, supplemented by an expert council comprising 20 senior business-to-business marketing leaders. 

This year Irwin Mitchell was named the number one Superbrand in the Legal sector category.

In the past 12 months Irwin Mitchell has become the Official Legal Partner to England Rugby and was named as one of the UK’s top workplaces by Great Place to Work Initiative. The Irwin Mitchell Charities Foundation, has also raised more than £2.5m for charitable organisations since 1997.

Expert Opinion

“Our brand is based around providing expert advice with a human touch and we are immensely proud of our high client advocacy levels which reflect that ethos and shows the trust we are building. Our brand awareness is increasing year-on-year and we have some exciting new developments planned over the next 12 months as we look to build further." David Ward - Group Director of Marketing and Propositions

This year's survey evaluated a shortlist of 1,600 business-to-business brands across 63 categories from 'Accountancy & Business Services' to 'Waste Management & Recycling'. Only the most highly-regarded brands from each category are awarded Superbrand status.

Unlike many industry awards, brands do not pay or apply to be considered. In order to provide a broad review of the market and identify the strongest brands in each category, all the key players in each sector need to be voted on by an independent panel.

Damon Segal, Co-Founder, The Academy of Chief Marketers (Superbrands UK) comments: "We are excited to have Irwin Mitchell on board with us and look forward to them being part of our community of collaborative senior marketing and brand focused members."  

A Superbrand is evaluated against three core factors; quality, reliability and distinction. Voting is also influenced by both short and long term factors, such as the brand's current profile, latest marketing activities and new product or service developments in order for Superbrands to provide a holistic picture of how brands are currently perceived. The Superbrands organisation identifies and pays tribute to exceptional brands throughout the world in over 85 countries.

The progress of the UK's strongest brands has been tracked over 20 volumes of the Superbrands UK Annual.