Lego Named World’s Most Powerful Brand. Woolies Tops Aussie List

Lego Named World’s Most Powerful Brand. Woolies Tops Aussie List
SHARE
THIS



Lego is the world’s top brand according to the annual Brand Finance Global 500 Survey. The famed toy company leaps last year’s most powerful brand – Ferrari – who fell to ninth this year.

According to the survey, Woolworths remains Australia’s top brand despite a 17 per cent drop in value, with Telstra hot on its heels.

The survey also found that Apple is the world’s mot valuable brand, worth a staggering $US128.3 billion. Twitter is the fastest growing brand, tripling its brand value in just 12 months.

Screen Shot 2015-02-18 at 9.12.18 AM

Every year, brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test. They are evaluated to determine which are the most powerful, and the most valuable.

Despite a 17 per cent drop in brand value and a widespread global decline in retail brands, Woolworths has maintained the number one ranking in Australia. The four major banks dominate the top eight places in Australia. Telstra, BHP Billiton and Coles occupy the remaining places.

Screen Shot 2015-02-18 at 9.12.08 AM

Brand Finance Australia managing director, Mark Crowe, said: “Australia has seen a decline in retail led by the two biggest players. 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.

“Supermarkets as a whole globally have not done well this year. Food price inflation has caused loss leaders to compete for share by maintaining low prices (and thinning their margins) but hasn’t seen customers buying more from them,” Crowe said.

Screen Shot 2015-02-18 at 9.12.24 AM

 

Lego is the world’s most powerful brand. It scores highly on a wide variety of measures on Brand Finance’s Brand Strength Index such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation. 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. It was a critical and commercial success, taking nearly US$500m since its release a year ago. It has helped propel Lego from a well-loved, strong brand to the world’s most powerful.

Screen Shot 2015-02-18 at 11.46.54 AM

The Survey found last year’s number one brand – Ferrari – remained strong; however, had fallen in value due to a poor showing on the F1 track and new management that is pumping out road cars in quantity to increase revenues over the past strategy of limiting production for exclusivity.

 

 

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine