In the consumer legal services market there are no existing household brands. As a result consumers end up playing a yellow-pages lottery to access legal help and assistance and they are very nervous about it. CLS believes that as a result of this nervousness many people who need legal advice and assistance never take it. Companies with which people already have an affinity
Quotes MORI poll in 2005 that found that:
Levels of awareness amongst general public of advice agencies:
RAC as potential entrant – page 18
Appendix 1 – Q2 – responses to most trusted brand – page 16
covers the existence of Which, Co-op and Halifax as big brand legal advisors (page 6).
Development of brand names – Quality Solicitors – page 3, page 13 & page 14 – Case study page 24
Potential New Entrants Case studies – Co-Op, Halifax, A4e, Which, DAS pages 31-36
Discussion on the use of accountancy firms
Importance of reputation of an organisation when consumers find it difficult to evaluate the quality of the service – page 2156