New entrants edge out veterans to join 100 most valuable brands
05 Oct 2015
Lego made it to this year's Best Global Brands report, the annual index from the Omnicom-owned agency Interbrand of the world's most valuable brands.
The Danish toymaker's brand which was valued at $5.36 billion, took the 82nd spot on the list, ahead of Chevrolet, FedEx, Heineken, Ralph Lauren and Kleenex.
The development follows the runaway success of The Lego Movie and strong licensing deals with Jurassic World, Star Wars and Frozen.
Pizza Hut, Nokia, Gap, Nintendo and Duracell were pushed out of the list by the new entrants Paypal, Mini, Moët & Chandon and Lenovo and Lego.
The report factors in a brand's value on the basis of its financial performance, the role it plays in purchasing decisions and the strength of its consumer loyalty relative to its competitors.
The 100-strong list had an overall value of $1.7-trillion, which marked an increase of 7 per cent against the previous year.
According to Interbrand, Apple retained its hold on the top spot for the third consecutive year, following the release of the iPhone 6 and 6 Plus and the Apple Watch.
The list is dominated by 13 technology brands including Facebook in the top 100 which includes Facebook that saw its value jump by over half (54 per cent) in the past year.
High street clothier Burberry led the charge among UK brands, taking the 73rd spot in the list.
The luxury clothes brand is valued at $5.873 billion .
The Telegraph quoted Rebecca Robins, Interbrand regional director, "With an increase in brand value of 14 per cent, Land Rover continues its ascent after entering Best Global Brands for the first time in 2014.
| ||||||||||||||||||||||||||||||||||||||||||
