Law firms that want to achieve greater success in a rapidly changing legal market become consciously managed law brands. This book explains why law firms that understand themselves as a brand and manage it professionally are more successful than their competitors. It also outlines the path to achieving this. All relevant questions surrounding the law brand are answered, and the systematic development of a law brand is explained step by step in a practical manner. Thus, the book serves as the first comprehensive compendium on the law brand as a foundation for successful law marketing.