Lego overtakes Ferrari as the world’s most powerful brand | Key4Communications |

Analysis of the world’s top brands shows Lego has replaced Ferrari as the most powerful brand in the world. 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. Lego is a uniquely creative and immersive toy; children love the ability to construct their own worlds that it provides.

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.

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.

Ferrari remains a very strong brand but its power is slowly diminishing. The power of a brand is just one component of Brand Finance’s analysis. The company combines the information on a brand’s strength with financial data, to calculate its commercial value. When brand values are calculated, Apple comes out on top. Twitter is the fastest growing brand. Fellow tech giants Baidu and Facebook have also grown strongly.