Lego named world’s most powerful brand
Lego has beaten Ferrari, Rolex and Disney to top an international ranking of the world’s most powerful brands
Familiarity, loyalty, promotion, staff satisfaction and corporate reputation are just some of the factors that have helped Lego become the world's most powerful brand
The annual Global 500 Report, published by Brand Finance, announced Lego as one of only 12 companies to receive a top score of AAA+ on the Brand Strength Index and attributed its success to the Lego Movie, which has generated more than $500m in sales, as well as “the creative freedom it gives children” and the nostalgia it provides to adults.
Disney scored last place in the ranking
BSI is calculated by a number of factors and the Danish toy company scored highly on familiarity, loyalty, promotion, staff satisfaction and corporate reputation and has been labelled as an “artistic medium in its own right”. Disney scored last place in the ranking, with Coca-Cola taking ninth place and Rolex securing seventh place.
In contrast, Ferrari dropped from its long held top position to fall to tenth position with the Global 500 Report stating that Ferrari’s racing team have now failed for several years to secure an F1 title and that “the sheen of glory from its 1990s golden era is wearing slightly thin”. Despite this Ferrari is still seen as a strong brand following its recent value growth. Speaking in a statement David Haigh, Brand Finance CEO, said: “Ferrari is still in a strong position and its brand value has actually increased 18% this year to $4.7 billion. The new strategy to capitalise on the brand will certainly drive short term value but over-exploitation risks lasting damage.”
