Lego becomes world's most powerful brand

Latest Brand Finance index also finds Woolworths is Australia's top brand despite losing value year-on-year

Lego has become the world’s most powerful brand while Woolworths is still Australia’s most valuable, according to the latest results from Brand Finance.

The strategy consultancy’s new Global 500 Report has listed Lego as the world’s most powerful brand, taking the top stop off Ferrari for the first time this year. Core reasons include the critical and commercial success of the Lego Move last year, which brought in nearly US$500m, as well as the company’s lingering appeal as a creative and immersive toy.

In contrast, Ferrari dropped from first on the list for several years to ninth position in 2015, even as it saw an 18 per cent increase in its total brand value to US$4.7bn.

On the home front, Woolworths was again the top Australian brand, despite a 17 per cent drop in brand value year-on-year to $8.9bn. Second was Telstra, with a 5 per cent brand value increase to $8.7bn.

Related: Woolworths trials beacon technology for click-and-collect service

The country’s four major brands dominated the top eight brand spots locally, led by Commonwealth Bank. BHP Billiton and Coles took fifth and sixth position in Australia, respectively. Like Woolworths, Coles also saw its brand value dip 8 per cent between 2014 and 2015.

“Australia has seen a decline in retail led by the two biggest players,” Brand Finance Australia managing director, Mark Crowe, said. “Woolworths has lagged behind Coles in terms of growth because it over expanded into categories that haven’t grown, such as home improvement.

“The fierce competition between both has led to branching out into new segments, namely finance. Both have insurance and banking offerings [on top of petrol and liquor]. All in the name of increasing loyalty and share of wallet – but it remains to be seen if these investments will pay off.”

Apple remains the most valuable brand globally still, and saw its brand value increase 23 per cent this year to $128.3bn. Rounding out the top five were Samsung, Google, Microsoft and Verizon.

Twitter was also noted as the world’s fastest growing brand, tripling its brand value in the past year to $4.4bn, while Baidu and Facebook also saw strong growth of 161 per cent and 146 per cent, respectively.

The list is produced using Brand Finance’s Brand Strength Index, which factors in a brand ‘royalty rate’, brand revenues and the strength of the brand in terms of equity, performance and investment.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in