Lego has replaced luxury sports car brand Ferrari as the ‘World’s Most Powerful Brand’, according to research from BrandFinance.
The Danish toy brand scored highly on a wide variety of measures on Brand Finance’s Brand Strength Index such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation.
The report read: “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… helping propel Lego from a well-loved, strong brand to the World’s most powerful.”
Meanwhile Ferrari, which was the most powerful brand in 2013, fell to eighth place, due to it suffering another season without an F1 title and the departure of chairman Luca di Montezemolo.
David Haigh, chief executive of Brand Finance, said: “Ferrari is still in a strong position and its brand value has actually increased 18 per cent this year to $4.7bn.
“The new strategy to capitalise on the brand will certainly drive short term value but over-exploitation risks lasting damage.”
Below is the top ten most powerful brands.