Google, Apple, Walt Disney and BMW are bigger names than the LEGO Group. But the toy company has taken fifth place in the annual corporate image survey from Reputation Institute.
Google, Apple, Walt Disney and BMW are bigger names than the LEGO Group. But the toy company has taken fifth place in the annual corporate image survey from Reputation Institute.The Reputation Institute conducts an annual image survey in 40 countries, the so-called RepTrak 100. For the past five years the LEGO Group has topped the Danish national list – but this year for the first time it was selected for inclusion in the global survey.
The results are remarkable: The LEGO Group is number 1 in Europe, followed by Google and Canon, and number 2 in North America, second only to Kellogg’s. In 5 of the 40 countries, the LEGO Group tops the list.
Jørgen Vig Knudstorp, CEO of the LEGO Group is surprised by the result:
“I think it’s an amazing result – and something of a surprise. It places the LEGO brand in the very exclusive company of high profile and much bigger companies,” he says, adding;
“It stresses the fact that we occupy a strong market position – and how incredibly important it is that we keep doing the right thing in the right way. For example, giving the market an outstanding, creative play experience – and an outstanding level of customer service.”
Jørgen Vig Knudstorp notes the fact that it is often brands involved in consumer electronics, IT or motor cars that are high up on the list. Consumers are typically dedicated users of these products, and there are relatively few brands in these particular fields.
“We’re in a class of our own here, and it states the fact that the LEGO product is a unique toy – and at the same time more than a toy in the eyes of the consumer,” says Jørgen Vig Knudstorp, CEO of the LEGO Group.
Kasper Ulf Nielsen, Executive Partner, Reputation Institute agrees:
“The reason why LEGO is in the top of the RepTrak™ 100 globally is the fact, that consumers around the world see the company as more than just its products. LEGO is in the top 10 when it comes to Workplace, Governance, Citizenship, as well as Products and LEGO has emerged as more than its products - a real company who engages with its customers, suppliers, partners and opinion leaders. That is the recipe for a strong reputation,” he says.
Read more at the Reputation Institute website.Further information: Charlotte Simonsen, Head of Corporate Communications
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