By John McCarthy

Lego has replaced luxury sports car brand Ferrari as the ‘World’s Most Powerful Brand’, according to research from BrandFinance.

The Danish toy brand scored highly on a wide variety of measures on Brand Finance’s Brand Strength Index such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation.

The report read: “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.”

Meanwhile Ferrari, which was the most powerful Read full story ›

Source: The Drum