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Lego named world's most powerful brand
POSTED 17 Feb 2015 . BY Tom Anstey
Lego's brand power has skyrocketed following the 2014 release of The Lego Movie Credit: Warner Bros. Pictures
An annual study looking at the world’s most powerful brands has determined that Lego is the world’s number one, beating the likes of PricewaterhouseCoopers, Red Bull and Ferrari to the title.

The research, conducted on an annual basis by Brand Finance, analysed thousands of the world’s top brands, determining which are the most powerful and which are the most valuable, with Apple, Samsung and Google the top three for brand value.

Brand Finance cited the success of The Lego Movie for pushing the brand to top spot for power, after it generated nearly US$500m (€437.6m, £325.3m) over the last year. Lego overtook Ferrari as the top brand, which dropped to ninth spot in the power ranking. The report states that while Ferrari still remains a very strong brand, its power is slowly diminishing.

Lego achieved its number one ranking by scoring highly on Brand Finance’s Brand Strength Index, which includes familiarity, loyalty, promotion, staff satisfaction and corporate reputation.

Lego has proved particularly popular as a visitor attraction, with the brand continuing to expand, the most recent announcement being the Merlin’s seventh Legoland Discovery Center in the US. Also in the last year, Lego and Merlin announced plans to open new Legoland theme parks in South Korea, Japan and Dubai, and has had a number of successful launches including the Legends of Chima waterpark at Legoland California and a Lego Star Wars attraction at its Malaysia theme park.

“Lego is a uniquely creative and immersive toy; children love the ability to construct their own worlds that it provides,” said a Brand Finance statement. “In a tech-saturated world, parents approve of the back-to-basics creativity it encourages and have a lingering nostalgia for the brand long after their own childhoods. The Lego Movie perfectly captured this cross-generational appeal. It was a critical and commercial success and has helped propel Lego from a well-loved, strong brand to the world’s most powerful.”

To read the full Brand Finance report, click here. To see the top 500 most valuable brands, click here.
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
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Jobs   News   Products   Magazine
NEWS
Lego named world's most powerful brand
POSTED 17 Feb 2015 . BY Tom Anstey
Lego's brand power has skyrocketed following the 2014 release of The Lego Movie Credit: Warner Bros. Pictures
An annual study looking at the world’s most powerful brands has determined that Lego is the world’s number one, beating the likes of PricewaterhouseCoopers, Red Bull and Ferrari to the title.

The research, conducted on an annual basis by Brand Finance, analysed thousands of the world’s top brands, determining which are the most powerful and which are the most valuable, with Apple, Samsung and Google the top three for brand value.

Brand Finance cited the success of The Lego Movie for pushing the brand to top spot for power, after it generated nearly US$500m (€437.6m, £325.3m) over the last year. Lego overtook Ferrari as the top brand, which dropped to ninth spot in the power ranking. The report states that while Ferrari still remains a very strong brand, its power is slowly diminishing.

Lego achieved its number one ranking by scoring highly on Brand Finance’s Brand Strength Index, which includes familiarity, loyalty, promotion, staff satisfaction and corporate reputation.

Lego has proved particularly popular as a visitor attraction, with the brand continuing to expand, the most recent announcement being the Merlin’s seventh Legoland Discovery Center in the US. Also in the last year, Lego and Merlin announced plans to open new Legoland theme parks in South Korea, Japan and Dubai, and has had a number of successful launches including the Legends of Chima waterpark at Legoland California and a Lego Star Wars attraction at its Malaysia theme park.

“Lego is a uniquely creative and immersive toy; children love the ability to construct their own worlds that it provides,” said a Brand Finance statement. “In a tech-saturated world, parents approve of the back-to-basics creativity it encourages and have a lingering nostalgia for the brand long after their own childhoods. The Lego Movie perfectly captured this cross-generational appeal. It was a critical and commercial success and has helped propel Lego from a well-loved, strong brand to the world’s most powerful.”

To read the full Brand Finance report, click here. To see the top 500 most valuable brands, click here.
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
RELATED STORIES
Legoland Discovery Center coming to Arizona in 2016


A new US$12m (€10.5m, £7.8m) Legoland Discovery Center will join the popular Sea Life aquarium as a Merlin attraction at the Arizona Mills outlet mall in Tempe, Arizona, the attractions giant announced today.
Merlin reveals plans to launch Legoland in South Korea


Merlin Entertainments has revealed plans to open its first Legoland theme park in South Korea as part of a long-term expansion plan to generate more income from markets overseas.
Details for Legoland Dubai revealed by Merlin


Merlin Entertainments has revealed detailed plans for Legoland Dubai, which will become the seventh Legoland when it opens in 2016 as part of an AED10bn (US$2.7bn, €2.1bn, £1.7bn) mega resort complex.
Legoland Malaysia unveils RM6m Star Wars attraction


Legoland Malaysia has invested RM6m (US$1.8m, €1.4m, £1.1m) on a new Lego Star Wars attraction, which opened 15 September.
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Jorvik's global art project will connect 14 cities
The Jorvik Group has launched a major global art project which will connect 14 cities around the world.
Disney World show goes gender-neutral
The Walt Disney World Resort in Orlando, Florida has changed some of its messaging as part of a strategy to become more inclusive to all guests.
IAAPA launches 'digital pass' to encourage delegates to take part virtually
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As the leisure and attractions industry continues to recover and look to the future, IAAPA, the global association for the attractions industry, is moving forward with plans to host IAAPA Expo Europe this September. [more...]
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Proslide Tech Inc - ProSlide | Atlantis Dubai
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

28-30 Sep 2021

International Wellness Tourism Conference

Carillon Miami Wellness Resort, Miami, United States
01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
+ More diary  
 


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