Just over a year ago, The LEGO Group proved its brand image to be stronger that their then-ongoing revenue difficulties. An annual survey of UK consumers attested to the industry research institute Superbrands that LEGO is their most favorite brand. This 2019, LEGO made that top ranking into a streak.
Likely because of their remarkable 2018 recovery from their dismal 2017 financial standing, LEGO managed to remain Number 1 in the British Superbrands index. That means many of the 2,000 UK consumer-respondents named the Danish toy giant their favored brand from a pool of 1,500. Criteria for their selections depended on quality, reliability and distinction.
British Airways, the UK airline that LEGO displaced a year before, has since fallen to fifth place. Its own performance somehow couldn’t hold a candle to the 4% global revenue and profit growths that The LEGO Group enjoyed last year.
Part of LEGO’s success has been its ability to draw in licensed IPs from various and often competing franchises. Under LEGO’s umbrella they get turned into fun construction sets and minifigures that are sought after by kids and AFOLs alike.
If you’re curious, here are the Top 10 Superbrands Index entries. Compare from 2018.
- British Airways