LEGO is still Denmark’s most valuable brand, beating Maersk and Pandora

LEGO has been crowned Denmark’s most valuable brand for the seventh year running, fending off strong competition from the likes of Maersk and Pandora.

While second-placed shipping company Maersk has grown in value by 21% since 2021, its DKK 31.1 billion still isn’t enough to topple the LEGO Group’s brand value of DKK 38.7 billion, which has itself swelled by 13% year-on-year. That’s according to Brand Finance’s latest annual ranking of Danish brands, which also encompasses Pandora, Carlsberg and Vestas.

It’s part of the consultancy firm’s wider remit of around 100 reports, each of which ranks brands across different sectors and countries. The Danish list spans some 50 brands, with the LEGO Group once again retaining pole position – an achievement credited to the company’s ‘immersive, memorable brand experiences’ and widespread manufacturing facilities, which have allowed it to ‘meet shifting demand’ in its largest markets.

“In general companies which have scaled up e-commerce and ESG-investments have typically been rewarded with not only a higher brand value but also a stronger brand,” says Anna Brolin, Managing Director of Brand Finance Nordics.

“[The LEGO Group] is leading from the front and is playing well in every way: they’re leading on the environment, they’re leading on creating immersive retail experiences, they’re leading on supply chain improvements and they’re leading in the eyes of their key stakeholder: children who love the LEGO brand for what it represents.”

Here’s a complete rundown of the 10 most valuable Danish brands, according to Brand Finance:

  1. LEGO (DKK 39.7bn)
  2. Maersk (DKK 31.1bn)
  3. DSV (DKK 22.8bn)
  4. Arla (DKK 22.6bn)
  5. Vestas (DKK 18.4bn)
  6. Novo Nordisk (DKK 15.2bn)
  7. Danske Bank (DKK 14.2bn)
  8. Pandora (DKK 12.9bn)
  9. Carlsberg (DKK 12.1bn)
  10. ISS (DKK 11.0bn)

All this will probably come as no surprise to anyone who’s been following the LEGO Group’s financials over the past couple of years, as the company has consistently published record profits throughout the pandemic. That hasn’t stopped it from announcing imminent price rises across approximately 25% of its current portfolio, however, as a result of ‘increased raw material and operating costs’.

Those price hikes will come into play in August and September, although exactly which sets will face the brunt of the changes have yet to be disclosed.

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

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