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Lego most valuable brand in Denmark

Lucie Rychla
May 12th, 2016


This article is more than 8 years old.

Maersk, Arla, Danske Bank and Pandora complete the top five

Lego is the most valuable brand in Denmark, according to the assessment of the leading brand valuation and strategy consultancy Brand Finance.

However, the Danish toy company is only eighth on the list of the most valuable brands in the Nordic region.

READ MORE: Lego toppled as most powerful brand in the world

High brand value
“For the first time, Lego is Denmark’s most valuable brand,” said Jørgen Vig Knudstorp, the executive director of Lego.

“Our brand value has grown by 16 percent to 31 billion kroner this year.”

Lego’s overall value is estimated to be in the region of 200 billion kroner.

Series of controversies
Although Lego remains a very powerful brand, the company has been negatively affected by a series of controversies, writes Brand Finance.

“It [Lego] has been fined by German regulators for attempting to prevent retailers from discounting its products,” it noted.

“It was also accused of colluding in censorship for trying to prevent dissident Chinese artist Ai Wei Wei from using Lego in his work.”

Brand Finance assesses companies’ brand strengths based on factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.

The list of the most valuable brands in the Nordics is topped by Swedish companies IKEA, H&M and Ericsson.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”