Advertising and promotion may provide solutions without any search activity involved. ... An individual that has had his 'esteem need' fulfilled may simply want to boast that he or she has selected the most prestigious law firm in town. 2.2 Branding Law firms are built on reputation and cross marketed services. ... Ernst and Arthur Young both died in 1948 having never met, however the firms that they created merged in 1989 to create a global leader in professional accounting and law services. ... Creating a brand requires a law firm to identify and state its main strengths...

• Word Count: 2171
• Approx Pages: 9
• Grade Level: Undergraduate