Brand Finance ranks LEGO at top of Global 500 list, making it the ‘most powerful brand’.
Brand Finance, the leading valuation and strategy consultancy, released its annual Global 500 list and ranked LEGO #1. LEGO is now being hailed as the ‘most powerful brand’ in the world.
LEGO’s ranking was due in part to The LEGO Movie and the LEGO Batman movie. Additionally, its innovative Lego Life social network can be attributed to its success.
To create the Global 500 rankings, Brand Finance considers the dimensions of brand loyalty, familiarity, corporate reputation, and marketing investment. LEGO beat out both Google and Nike, which placed 2nd and 3rd, respectively.
Interestingly, last year’s winner, Walt Disney plunged five spots because its biggest films, like Star Wars: Rouge One and Finding Dory, were based on sub-brands.
According to the CEO of Brand Finance, David Haigh, after Trump’s election there has been dissatisfaction with American brands. American brands were once considered very aspirational and much of that goodwill has been eroded.