After holding the position of World’s Most Powerful Brand consecutively for two years, Ferrari finally loses this position to Lego in the year 2015. Lego, the Danish toy maker, owes its success to The Lego Movie, its wide brand appeal and the great ownerships it has to its name.
According to a recent survey conducted by Brand Finance, Lego takes the position of World’s Most Powerful Brand, stripping the Italian glamorous automaker of its honour that it had been holding on to from the last two years.
Brand Finance makes a list of worlds powerful brands taking into account various factors like firm’s assets in the market, friendliness among the customers and personnel, and firm’s performance as a result of this support. The major contributing factors in this huge success of Lego are ‘The Lego Movie’, which earned a whopping $257 million on domestic cinema and $211 million on international screens, according to box office reports.
After making such a successful movie, its merchandiser Bonanza is planning to create more sequels. Secondly, the brand image of Lego helps to achieve great heights. Everybody loves Lego, be it kids or parents, everyone has a taste for Legos. And who can forget the multimedia successes of Lego like Star Wars, DC, the Marvel Superheroes, Scooby-Doo, Ninjago and Chima.
As for Ferrari, it still managed to grab 10th position, achieving a score of 89.6 among 12 most influential brands of the world.