In an annual report, LEGO has been valued as Denmark’s most valuable brand – with Maersk close behind.
LEGO continues to be valued by Brand Finance as Denmark’s most valuable and strongest brand, although its value has been reduced by 9% to 43.4 billion DKK.
Maersk, the shipping company, has increased its brand value by a massive 45% to 28.6 billion DKK – fans will be familiar with the name as the LEGO Group has released sets based on the company and miniature versions of Maersk vessels can be found at LEGOLAND parks.
“LEGO’s brand has been built over many years, and it is facing existential challenges from new technologies. Its iconic status is under threat, but LEGO are working hard to leverage its existing brand strength into new product categories. So far, while its core business certainly remains threatened, they appear to be avoiding the risk of extinction faced by other businesses which have seen fundamental challenges to their markets from new technology,” said David Haigh CEO of Brand Finance.
Sales were up in the LEGO Group’s recent earnings report, but profit was down as the company enters a period of investment.