Lego Crowned Most Powerful Brand of 2014

The 2014 Brand Strength Index by Brand Finance finds Ferrari ousted from top position and replaced by Lego.

The Danish toy maker Lego is now the "World's Most Powerful Brand", measured according to consumer criteria such as corporate reputation, familiarity, loyalty, promotion and staff satisfaction.

Brand Finance's Index report states: "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... helping propel Lego from a well-loved, strong brand to the World's most powerful."

In contrast, Ferrari has dropped to joint fifth place, with the loss of Chairman Luca di Montezemolo and another season without an F1 title being the reasons for its fall from grace.

The Top Five rated brands are currently Lego (93.4%); PWC (91.8%); Red Bull, McKinsey, and Unilever in joint third place (90.1%); L'Oreal, Burberry and Rolex in joint fourth place (89.7), and Ferrari plus Nike in fifth place (89.6%).

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