A survey of 2,500 members of the British public awarded the Danish toy manufacturer the highest honour in Superbrands’ 2018 consumer list, which is based on perceived quality, reliability and distinction.
Out of a long-list of more than 1,500 companies, shaving brand Gilette rose three places to score second spot, followed by technology giant Apple, toilet paper brand Andrex and Coca-Cola in fifth position. Disney, Marks & Spencer, Boots, Heinz and BMW rounded out the top ten.
Lego was in 25th spot back in 2014 and secured second position last year. Its victory in 2018 comes as the group celebrates its 60th anniversary.
In addition to last year’s winner British Airways, Google and Amazon all dropped out of the top 20, as did Kellogg’s and Fairy.
Disney and Heathrow both re-entered the ranking for the first time since 2013. BP and Shell also regained a spot after a four and three-year absence respectively.
Superbrands chairman Stephen Cheliotis said that British Airways falling out of the top 20 “should be a wake-up call for all brands”.
“In a world where customer expectations have rightfully risen, brands cannot afford to disappoint and need to continually deliver to retain their valuable reputations. No brand, however strong, is immune to changing consumer sentiment,” he said.
“The rise of fresh, disruptive brands – particularly in terms of relevance to consumers’ lives – should be an added warning to more established brands,” he added.
“The likes of Netflix, PurpleBricks and Zoopla may not be challenging for the top spot in the overall ranking yet, but they surely will be if they continue their current momentum and the established elite don’t respond fast enough.”
Here’s the full 2018 list:
7. Marks & Spencer
15. John Lewis