---
title: "Law firms: Which brands are most popular in search?"
description: "Compare the law firms companies choose between. Share of Search among DLA Piper, Baker McKenzie, Linklaters, Allen & Overy, Clifford Chance and Norton Rose Fulbright, the law firms Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/law-firms"
publisher: "Brandwave"
---

# Law firms: Which brands are most popular in search?

Compare the law firms companies choose between. Share of Search among DLA Piper, Baker McKenzie, Linklaters, Allen & Overy, Clifford Chance and Norton Rose Fulbright, the law firms Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Law firms
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: DLA Piper, 24.2%

## Which brand is most popular in search among law firms worldwide?

- In August 2026, DLA Piper was the most searched among law firms worldwide, with an estimated 90.5K branded searches and 24.2% estimated Share of Search within this set.
- Baker McKenzie is in 2nd place, 4.4 percentage points behind at 19.8% Share of Search.
- Across the 11 months ending August 2026, DLA Piper’s estimated Share of Search among law firms worldwide increased from 21.8% to 24.2%.
- Across the 11 months ending August 2026, Baker McKenzie’s estimated Share of Search among law firms worldwide decreased from 21.8% to 19.8%.
- Across the 11 months ending August 2026, Linklaters’ estimated Share of Search among law firms worldwide decreased from 17.9% to 16.2%.
- Across the 11 months ending August 2026, Allen & Overy’s estimated Share of Search among law firms worldwide increased from 12% to 13.3%.
- Across the 11 months ending August 2026, Clifford Chance’s estimated Share of Search among law firms worldwide decreased from 14.6% to 13.3%.
- Across the 11 months ending August 2026, Norton Rose Fulbright’s estimated Share of Search among law firms worldwide increased from 12% to 13.3%.
- Across the 11 months ending August 2026, DLA Piper’s estimated Share of Search among law firms worldwide peaked at 25.7% in April 2026 and was lowest at 5.9% in December 2025.
- Across the 11 months ending August 2026, Baker McKenzie’s estimated Share of Search among law firms worldwide peaked at 22.6% in June 2026 and was lowest at 4.9% in December 2025.
- Across the 11 months ending August 2026, Linklaters’ estimated Share of Search among law firms worldwide peaked at 80.1% in December 2025 and was lowest at 15.1% in June 2026.
- Across the 11 months ending August 2026, Allen & Overy’s estimated Share of Search among law firms worldwide peaked at 13.3% in August 2026 and was lowest at 2.7% in December 2025.
- Across the 11 months ending August 2026, Clifford Chance’s estimated Share of Search among law firms worldwide peaked at 14.6% in October 2025 and was lowest at 3.2% in December 2025.
- Across the 11 months ending August 2026, Norton Rose Fulbright’s estimated Share of Search among law firms worldwide peaked at 15.7% in May 2026 and was lowest at 3.2% in December 2025.
- Across the 11 months ending August 2026, DLA Piper rose from 2nd to 1st among law firms worldwide.
- Across the 11 months ending August 2026, Baker McKenzie fell from 1st to 2nd among law firms worldwide.
- Across the 11 months ending August 2026, Allen & Overy rose from 5th to 4th among law firms worldwide.
- Across the 11 months ending August 2026, Clifford Chance fell from 4th to 5th among law firms worldwide.

## Compare search popularity between leading brands

- [DLA Piper vs Baker McKenzie: compare search popularity](/demand/global-en/compare/baker-mckenzie-vs-dla-piper): 24.2% against 19.8% Share of Search.
- [DLA Piper vs Linklaters: compare search popularity](/demand/global-en/compare/dla-piper-vs-linklaters): 24.2% against 16.2% Share of Search.
- [DLA Piper vs Allen & Overy: compare search popularity](/demand/global-en/compare/allen-overy-vs-dla-piper): 24.2% against 13.3% Share of Search.
- [DLA Piper vs Clifford Chance: compare search popularity](/demand/global-en/compare/clifford-chance-vs-dla-piper): 24.2% against 13.3% Share of Search.
- [Baker McKenzie vs Linklaters: compare search popularity](/demand/global-en/compare/baker-mckenzie-vs-linklaters): 19.8% against 16.2% Share of Search.
- [Baker McKenzie vs Allen & Overy: compare search popularity](/demand/global-en/compare/allen-overy-vs-baker-mckenzie): 19.8% against 13.3% Share of Search.
- [Baker McKenzie vs Clifford Chance: compare search popularity](/demand/global-en/compare/baker-mckenzie-vs-clifford-chance): 19.8% against 13.3% Share of Search.
- [Linklaters vs Allen & Overy: compare search popularity](/demand/global-en/compare/allen-overy-vs-linklaters): 16.2% against 13.3% Share of Search.
- [Linklaters vs Clifford Chance: compare search popularity](/demand/global-en/compare/clifford-chance-vs-linklaters): 16.2% against 13.3% Share of Search.
- [Allen & Overy vs Clifford Chance: compare search popularity](/demand/global-en/compare/allen-overy-vs-clifford-chance): 13.3% Share of Search each.

## How did search popularity change for law firms worldwide in August 2026?

- In August 2026, DLA Piper gained estimated Share of Search among law firms worldwide, from 23.5% to 24.2%.
- In August 2026, Baker McKenzie gained estimated Share of Search among law firms worldwide, from 19.2% to 19.8%.
- In August 2026, Norton Rose Fulbright lost estimated Share of Search among law firms worldwide, from 15.7% to 13.3%.
- In August 2026, Allen & Overy rose from 5th to 4th among law firms worldwide.
- In August 2026, Clifford Chance rose from 6th to 5th among law firms worldwide.
- Estimated monthly branded searches for Linklaters worldwide fell 33.1% over 11 measured months, from 90.5K to 60.5K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | DLA Piper | 24.2% | 90.5K | 0.0% | DLA Piper |
| 2 | Baker McKenzie | 19.8% | 74K | 0.0% | Baker McKenzie |
| 3 | Linklaters | 16.2% | 60.5K | 0.0% | Linklaters |
| 4 | Allen & Overy | 13.3% | 49.5K | 0.0% | Allen & Overy |
| 5 | Clifford Chance | 13.3% | 49.5K | 0.0% | Clifford Chance |
| 6 | Norton Rose Fulbright | 13.3% | 49.5K | -18.2% | Norton Rose Fulbright |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Baker McKenzie | 110K | 21.8% | 1 |
| Oct 2025 | DLA Piper | 110K | 21.8% | 2 |
| Oct 2025 | Linklaters | 90.5K | 17.9% | 3 |
| Oct 2025 | Clifford Chance | 74K | 14.6% | 4 |
| Oct 2025 | Allen & Overy | 60.5K | 12% | 5 |
| Oct 2025 | Norton Rose Fulbright | 60.5K | 12% | 6 |
| Nov 2025 | DLA Piper | 110K | 24.7% | 1 |
| Nov 2025 | Baker McKenzie | 90.5K | 20.3% | 2 |
| Nov 2025 | Linklaters | 74K | 16.6% | 3 |
| Nov 2025 | Clifford Chance | 60.5K | 13.6% | 4 |
| Nov 2025 | Norton Rose Fulbright | 60.5K | 13.6% | 5 |
| Nov 2025 | Allen & Overy | 49.5K | 11.1% | 6 |
| Dec 2025 | Linklaters | 1.2M | 80.1% | 1 |
| Dec 2025 | DLA Piper | 90.5K | 5.9% | 2 |
| Dec 2025 | Baker McKenzie | 74K | 4.9% | 3 |
| Dec 2025 | Clifford Chance | 49.5K | 3.2% | 4 |
| Dec 2025 | Norton Rose Fulbright | 49.5K | 3.2% | 5 |
| Dec 2025 | Allen & Overy | 40.5K | 2.7% | 6 |
| Jan 2026 | DLA Piper | 110K | 23.8% | 1 |
| Jan 2026 | Baker McKenzie | 90.5K | 19.6% | 2 |
| Jan 2026 | Linklaters | 90.5K | 19.6% | 3 |
| Jan 2026 | Clifford Chance | 60.5K | 13.1% | 4 |
| Jan 2026 | Norton Rose Fulbright | 60.5K | 13.1% | 5 |
| Jan 2026 | Allen & Overy | 49.5K | 10.7% | 6 |
| Feb 2026 | DLA Piper | 110K | 25.2% | 1 |
| Feb 2026 | Baker McKenzie | 90.5K | 20.8% | 2 |
| Feb 2026 | Linklaters | 74K | 17% | 3 |
| Feb 2026 | Clifford Chance | 60.5K | 13.9% | 4 |
| Feb 2026 | Norton Rose Fulbright | 60.5K | 13.9% | 5 |
| Feb 2026 | Allen & Overy | 40.5K | 9.3% | 6 |
| Mar 2026 | DLA Piper | 110K | 23.8% | 1 |
| Mar 2026 | Baker McKenzie | 90.5K | 19.6% | 2 |
| Mar 2026 | Linklaters | 90.5K | 19.6% | 3 |
| Mar 2026 | Clifford Chance | 60.5K | 13.1% | 4 |
| Mar 2026 | Norton Rose Fulbright | 60.5K | 13.1% | 5 |
| Mar 2026 | Allen & Overy | 49.5K | 10.7% | 6 |
| Apr 2026 | DLA Piper | 110K | 25.7% | 1 |
| Apr 2026 | Baker McKenzie | 74K | 17.3% | 2 |
| Apr 2026 | Linklaters | 74K | 17.3% | 3 |
| Apr 2026 | Clifford Chance | 60.5K | 14.1% | 4 |
| Apr 2026 | Norton Rose Fulbright | 60.5K | 14.1% | 5 |
| Apr 2026 | Allen & Overy | 49.5K | 11.6% | 6 |
| May 2026 | DLA Piper | 90.5K | 23.5% | 1 |
| May 2026 | Baker McKenzie | 74K | 19.2% | 2 |
| May 2026 | Linklaters | 60.5K | 15.7% | 3 |
| May 2026 | Norton Rose Fulbright | 60.5K | 15.7% | 4 |
| May 2026 | Allen & Overy | 49.5K | 12.9% | 5 |
| May 2026 | Clifford Chance | 49.5K | 12.9% | 6 |
| Jun 2026 | Baker McKenzie | 90.5K | 22.6% | 1 |
| Jun 2026 | DLA Piper | 90.5K | 22.6% | 2 |
| Jun 2026 | Linklaters | 60.5K | 15.1% | 3 |
| Jun 2026 | Norton Rose Fulbright | 60.5K | 15.1% | 4 |
| Jun 2026 | Allen & Overy | 49.5K | 12.3% | 5 |
| Jun 2026 | Clifford Chance | 49.5K | 12.3% | 6 |
| Jul 2026 | DLA Piper | 90.5K | 23.5% | 1 |
| Jul 2026 | Baker McKenzie | 74K | 19.2% | 2 |
| Jul 2026 | Linklaters | 60.5K | 15.7% | 3 |
| Jul 2026 | Norton Rose Fulbright | 60.5K | 15.7% | 4 |
| Jul 2026 | Allen & Overy | 49.5K | 12.9% | 5 |
| Jul 2026 | Clifford Chance | 49.5K | 12.9% | 6 |
| Aug 2026 | DLA Piper | 90.5K | 24.2% | 1 |
| Aug 2026 | Baker McKenzie | 74K | 19.8% | 2 |
| Aug 2026 | Linklaters | 60.5K | 16.2% | 3 |
| Aug 2026 | Allen & Overy | 49.5K | 13.3% | 4 |
| Aug 2026 | Clifford Chance | 49.5K | 13.3% | 5 |
| Aug 2026 | Norton Rose Fulbright | 49.5K | 13.3% | 6 |
| Sep 2026 | Allen & Overy | — | — | — |
| Sep 2026 | Baker McKenzie | — | — | — |
| Sep 2026 | Clifford Chance | — | — | — |
| Sep 2026 | DLA Piper | — | — | — |
| Sep 2026 | Linklaters | — | — | — |
| Sep 2026 | Norton Rose Fulbright | — | — | — |

## What is being compared

- **Allen & Overy**: Measured on the search term “allen and overy”.
- **Baker McKenzie**: Measured on the search term “baker mckenzie”.
- **Clifford Chance**: Measured on the search term “clifford chance”.
- **DLA Piper**: Measured on the search term “dla piper”.
- **Linklaters**: Measured on the search term “linklaters”.
- **Norton Rose Fulbright**: Measured on the search term “norton rose fulbright”.

- [Allen & Overy](/demand/global-en/brands/allen-overy)
- [Baker McKenzie](/demand/global-en/brands/baker-mckenzie)
- [Clifford Chance](/demand/global-en/brands/clifford-chance)
- [DLA Piper](/demand/global-en/brands/dla-piper)
- [Linklaters](/demand/global-en/brands/linklaters)
- [Norton Rose Fulbright](/demand/global-en/brands/norton-rose-fulbright)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among law firms worldwide?

In August 2026, DLA Piper was the most searched among law firms worldwide, with an estimated 90.5K branded searches and 24.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Law firms: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/law-firms

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/law-firms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.