Fuelled by the runaway success of The Lego Movie, Lego has replaced Ferrari as the world’s “most powerful” brand, according to a new study.
The latest version of the annual Brand Finance Global 500 report argues that, on the back of last year’s feature film, which took nearly $500m globally, the Danish toy maker has transitioned from a “well-loved, strong brand” to the “world’s most powerful”.
“In a tech-saturated world, parents approve of the back-to-basics creativity it encourages and have a lingering nostalgia for the brand long after their own childhoods. The Lego Movie perfectly captured this cross-generational appeal,” said the report.
Last year’s most powerful brand Ferrari, in contrast, is “slowly diminishing” in strength as its 90s “golden era” fades and another year has passed without the sports car marque winning a Formula One title.
Ferrari slipped from first to tenth place in the Powerful Brands ranking; after Lego, the rest of the top five comprised PwC, Red Bull, Unilever and McKinsey & Company.
Meanwhile, the Brand Finance Global 500 Most Valuable Brands list was once again topped by Apple, with the top five brands the same as 12 months previously.
On the back of its recent record quarterly results, Apple held off the challenge from second-placed Samsung. Google reached third spot, with Microsoft in fourth and Verizon in fifth.
“The Apple brand is worth $128bn,” said Brand Finance chief executive David Haigh. “That value is huge not just in its own terms but also as a proportion of Apple’s record-breaking corporate valuation. It goes to show how valuable brands are as business assets and how important it is to manage them well.”
Twitter is the fastest growing brand on the list, almost tripling in value from 2014 to $4.4bn, while Chinese tech brand Baidu continued its ascent by growing 161% year-on-year, leaping 261 places up the ranking.