The Lego brand outstrips Ferrari
Even the black horse is no match for the little yellow men: For the first time, Lego is the world’s strongest brand, unseating Ferrari, the long-time leader. Rolex is Switzerland’s strongest brand.
The Danish toy manufacturer is extremely popular with both children and adults and has been able to expand its brand presence thanks to successful investments, writes the British brand valuation and consulting company Brand Finance in a press release on Tuesday. The Italian sports car manufacturer Ferrari was previously number one in the Brand Finance ranking for many years.
The strongest brand in Switzerland is Rolex. In addition to hard brand value, brand strength also takes into account soft factors such as popularity with customers and employees.
Tech companies are the most valuable
If only the brand value is used as a valuation measure, the IT group Apple remains at the top with a value of 128.3 billion dollars. The top ten most valuable brands include no fewer than nine tech and telecommunications companies, including Samsung in second place (81.7 billion) and Google in third place (76.7 billion).
Another indication of the dominance of tech companies is the rise of Twitter and Facebook. Twitter was able to increase its brand value by 185 percent to 4.4 billion dollars compared to 2013. And Facebook jumped from 122nd to 30th place. Chinese technology companies such as the search engine Baido are also gaining ground in the brand ranking.
According to Brand Finance, it calculates brand values based on the question of what license fees a company would have to pay if it did not yet own the brand in question. (SDA)
