LEGO voted the UK's strongest consumer brand - Licensing.biz

LEGO voted the UK's strongest consumer brand

The toy brand trumped the likes of British Airways, Apple and Coca-Cola in this year's listing.
Author:
Publish date:
Social count:
0
DK The Lego Movie Guide.jpg

LEGO has been voted the UK’s strongest consumer brand in an annual ranking, trumping the likes of British Airways, Apple and Coca-Cola.

A survey of 2,500 members of the British public awarded the Danish toy manufacturer the highest honour in Superbrands 2018 consumer list, which is based on perceived quality, reliability and distinction.

Out of a longlist of more than 1,500 companies, the shaving brand Gillette rose three places to score second spot, followed by technology giant Apple, toilet paper brand Andrex and Coca-Cola in fifth position.

Disney, Marks & Spencer, Boots, Heinz and BMW made up the top ten.

LEGO placed 25 back in 2014 and secured second position last year. Its victory in 2018 comes as the group celebrates its 60 anniversary. In addition to last year’ winner British Airways, Google and Amazon dropped out of the top 20.

Disney and Heathrow both re-entered the ranking for the first time since 2013.

Superbrands chairman, Stephen Cheliotis said: “In a world where customer expectations have rightfully risen, brands cannot afford to disappoint and need to continually deliver to retain their valuable reputations.

“No brand, however strong, is immune to changing consumer sentiment. The rise of fresh, disruptive brands – particularly in terms of relevance to consumers’ lives – should be an added warning to more established brands.

“The likes of Netflix, PurpleBricks and Zoopla may not be challenging for the top spot in the overall ranking yet, but they surely will be if they continue their current momentum and the established elite don’t respond fast enough.”

The Superbrands top 20 list is as follows:

1. LEGO

2. Gillette

3. Apple

4. Andrex

5. Coca-Cola

6. Disney

7. Marks & Spencer

8. Boots

9. Heinz

10. BMW

11. Cadbury

12. Rolex

13. BP

14. Shell

15. John Lewis

16. Heathrow

17. Jaguar

18. Kleenex

19. Visa

20. Haagen Dazs

Related

Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Manager HRP

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.