LEGO Named Most Powerful Brand in 2017

Wednesday, February 1st, 2017 by Brickfinder

LEGO® has dethroned the House of Mouse from their spot at the top of the Brand Strength Index (BSI) to be the most powerful brand in the world.

The BSI is based on numerous factors like familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.

It is truly amazing the journey that LEGO® had, from near bankruptcy from an overextended product line to now, a vibrant Multi-National toy company that sits at the top of a financial index list that includes, Apple, Google and Disney.

The release of the Lego Movie in 2014 provided the final push required to make it not just a very powerful brand, but the world’s most powerful brand in 2015.

The LEGO® Movie was truly instrumental in launching the world of LEGO® into the public eye and with the LEGO® Batman Movie lurking round the corner, LEGO® looks certain to cement their place as the most powerful brand for a while.

It was also reported that Disney fell 5 spots from the top slot mainly because of their success of their sub-brands like Marvel, Pixar and Lucasfilm.

Whilst Lego will always draw its strength and brand identity from the simplicity of its tangible products, it is also responding to the digital era. Lego Boost, set to launch in August, allows children to turn Lego creations into programmable robots using a smartphone app. Meanwhile Lego Life, launched in the UK in November 2016, enables them to post pictures of their proudest creations or imagine new ones and makes Lego a profoundly social experience as well as a personal one.