Thursday, 9 February 2017

Lego Building Brand Power

Lego has been named the most powerful brand in the world, knocking entertainment king Disney off the top spot. The traditional construction toy, which dominated the play charts last year, scored 92.7 out of 100 compared with Disney’s slide to sixth with 91.3. According to a company superleague compiled by Brand Finance Global 500, Danish owned Lego took the power brand crown following the success of movie spin-off merchandise from Star Wars and Harry Potter to its own Lego Batman Movie out this month. But Google took a bite out of Apple’s supremacy to be named the most valuable brand in the world. With a price tag worth £86.7 billion compared with the iconic iPhone maker’s £84.8 billion, it is the first time in five years that Apple has been knocked off the top of the superbrand tree.Trend setting gadget king Apple slipped to second in the Brand Finance Global 500 after it’s brand value tumbled by 27% from £115.2 billion to £84.8 billion in 2016.