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Lego named most powerful brand in the world

Christian Wenande
February 1st, 2017


This article is more than 7 years old.

Toy producer retains top position, while Arla and Danske Bank make the top 500 most valuable brands

Sorry Google, there can only be one (photo: Brand Finance)

The Danish toy giant Lego has been named the most powerful brand in the world by the leading brand valuation and strategy consultancy Brand Finance.

Lego retained its position at the top following a brief respite last year, beating out Google, Nike, Ferrari and Visa, and its future continues to look bright.

“The building blocks for Lego’s brand strength have always been present, but the release of ‘The Lego Movie’ in 2014 provided the final push required to make Lego the world’s most powerful brand in 2015,” wrote Brand Finance.

“The first sequel, ‘The Lego Batman Movie’, will be released on February 9. Its predicted impact has helped Lego regain its top position, lost to Disney in 2016. Further planned releases will continue to build the brand for years to come, while contributing significantly to Lego’s already vast licensing income.”

READ MORE: Lego most valuable brand in Denmark

Google beats Apple
Lego also soared in the 2017 valuable brand rankings, from 326 last year to 196 this year. Other Danish companies to make the top 500 were dairy producer Arla, which fell 42 spots to 462 and Danske Bank, which cracked the rankings this year and came in at 488.

The most valuable brand in the world was Google, which relegated last year’s leader, Apple, into second. Amazon.com, AT&T and Microsoft completed the top 5, followed by Samsung Group, Verizon, Walmart, Facebook and ICBC.

Read the entire report here (in English).


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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.”