Members of the British public have voted LEGO as the top brand of 2018, demonstrating that consumers still have a positive view of the long lasting construction toy.
Each year, a UK industry body known as Superbrands, run under license by The Centre for Brand Analysis, compiles a short list of leading brands. Members of the public are then asked to vote for their favourite, with LEGO topping the list for 2018. In reaching the number one spot, LEGO is ahead of other family focused brand such as Disney and tech brands such as Apple.
This demonstrates that while the company may be struggling to sustain growth, consumers in the UK still look fondly on the brand, likely helped by the perception of quality and longevity associated with LEGO.
Here is list of top 20 ‘superbrands’: