An annual report on the world’s leading brands has named LEGO as the most powerful.
Brand Finance analyses factors such as brand loyalty, familiarity, corporate reputation and marketing investment in creating the Global 500, and it also evaluates which brands are the most powerful.
This year’s most powerful brand is Lego, with last year’s leader Walt Disney falling five places. Lego has been boosted by The Lego Batman Movie, while digital innovations such as its new Lego Life social network have helped to broaden it into more of a shared pursuit.
Disney’s ranking was hurt by the fact many of its biggest films last year were the work of sub-brands, such as Star Wars: Rogue One, which was produced by Lucasfilm, and Finding Dory, which was produced by Pixar.
The Danish roots of the company may have played a part in its success.
There is also a growing dissatisfaction across the globe with American brands, said Mr Haigh, who added that the election of Donald Trump could impact a company’s international standing.
With two movies due for release this year, with The LEGO NINJAGO Movie set for release in September after The LEGO Batman Movie hits screens in a few days time, the ubiquity of the LEGO brand is unlikely to change anytime soon.