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Published : 07 June 2012, 23:30 CET

Author : Roar Rude Trangbæk

LEGO Group reputation claims 10th place globally

The toy company has taken 10th place in the annual reputation survey from the Reputation Institute.
LEGO Group among the world's most reputable companies  Image

The Reputation Institute conducts an annual reputation survey of the 100 largest and most known brands, the so-called RepTrak 100TM. For the past six years the LEGO Group has topped the Danish list.

In 2011 the LEGO Group finished in 5th place globally. In 2012 the result is still impressive. The LEGO Groups corporate reputation is positioned as number 10 in the global survey by Reputation Institute.

Jørgen Vig Knudstorp, CEO of the LEGO Group is encouraged by the results despite the lower placing:

“The 2011 results were quite surprising as they placed the LEGO brand in the very exclusive company of high profile and much bigger companies. That we are able to finish in the top 10 this year is amazing, and stresses that we have a strong position in the market,” he says.

“It also shows how incredibly important it is that we keep doing the right thing in the right way. We need to deliver outstanding service to our customers – and most important of all, we need to deliver creative play experiences for children around the world.”

Henrik Strøier, Managing Director and Partner of Reputation Institute sees several reasons why the LEGO Group has fallen five places in the survey this year.

”There are more very large companies such as Sony, that experienced a fall last year that have come back strongly and have pushed the LEGO Group down. Moreover, while the LEGO Group’s reputation is very strong in the markets where it is well known, the LEGO Group isn’t a truly global company. In some markets, for example in China, people might know the product but not the company behind the product and that is a challenge. In the light of this, it is even more impressive that the company is in the top ten.

Read more at the Reputation Institute website

The Top Ten companies in the 2012 reputation survey are:

  1. BMW
  2. Sony
  3. The Walt Disney Company
  4. Daimler (Mercedes-Benz)
  5. Apple
  6. Google
  7. Microsoft
  8. Volkswagen
  9. Canon
  10. LEGO Group