LEGO named UK’s second strongest brand
Toy company climbs into second place in Consumer Superbrands poll behind only BA
LEGO has been named the second strongest UK consumer brand in the 22nd annual Consumer Superbrands listing.
A poll of 2,500 UK consumers were polled, voting on more than 1,500 leading brands. They were tasked with identifying which brands offered reliability, distinction, and perceived quality.
LEGO Group President and CEO Jørgen Vig Knudstorp
In the 2017 listing, LEGO moved up on place from third in 2016. It sits now behind only British Airways. John Lewis also move dup the charts, sitting just shy of the top five in sixth position. Boots, Marks and Spencer and Amazon.co.uk round out the retailers that made it into the top 20.
Stephen Cheliotis, Chief Executive of list managers The Centre For Brand Analysis and Chairman of the Consumer Superbrands Council, said: “In uncertain times people turn to brands they trust, brands they can be reassured will deliver on any promises made.
“This perceived reliability, coupled with quality and distinction, are the factors the public considered when voting on which brands they deem Superbrands.
“Outperforming so many other contenders and achieving this status is affirmation of a brand’s credentials and testament to the positive reputation it enjoys among a comprehensive group of British consumers across all regions, ages and social groups.”
Brands that make the coveted top 20 all reflect quality in product and services, are trusted to deliver consistently and are well known in their sectors as a leading or different brand from their rivals. An independent an voluntary panel of 31 senior industry figures also weigh in on the decisions.
The full results are available online, including category winners.