Lego is back on top! No, not at the Box Office — although the Lego Batman Movie is #1 there, too — but as the world’s “most powerful” brand, this according to Brand Finance, which ranks brands based on factors such as familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.
Lego regained the top spot it last had in 2015, with 2016’s leader Walt Disney falling to 6th in the rankings.
Three brands were new to the top 10 this year: Ferrari (#4), Visa (#5), and Johnson & Johnson (#9). They took the place of Johnson’s, L’Oréal and Coca-Cola, which had been on last year’s list.
Among the brands who had been in the top 10 last year and this year, Google saw the biggest ranking climb, jumping from 10th to 2nd.
The top 10 “most powerful” brands in the world are:
- Lego
- Nike
- Ferrari
- Visa
- Disney
- NBC
- Pricewaterhouse Cooper
- Johnson & Johnson
- McKinsey&Company
Separately, the more impressive result for Google pertained to the brand valuation rankings, though. With its brand value climbing by 24% (from $88.2 billion to $109.4 billion), Google overtook Apple as the world’s most valuable brand for the first time since 2011.
The result was quite significant given that Apple’s brand value last year was about 65% higher than Google’s. But Google’s rise, coupled with Apple’s steep 27% decline (from $145.9 billion to $107.1 billion) resulted in a change at the top of the world’s most valuable brand rankings.
SOURCE: Brand Finance, 3 Birchin Lane, London, EC3V 9BW, United Kingdom