Bloomberg Law
March 27, 2017, 9:57 PM UTC

DLA Piper Expands in Peru to Boost ‘Brand Equity’

Gabe Friedman
Freelancer

How much does law firm branding matter these days?

It means everything if you’re a giant global firm opening offices across the world, and operating in markets far from home, according to Roger Meltzer, DLA Piper’s global co-chairman.

“Brand equity, in general, for a global firm, is its stock in trade,” said Meltzer, in an interview to explain how the firm’s announcement Monday that it is expanding into Peru fits into a broader strategy.

According to the firm, DLA completed a “business and brand integration” with Peru’s Pizarro Botto Escobar — which has 40 lawyers in Lima — so that it will now operate as DLA Piper ...

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