Source: Brand Finance [pdf]
Notes: Lego tops the list of the world’s most powerful brands, according to Brand Finance’s Brand Strength Index (BSI), a measure based on an analysis of marketing investment and brand equity (goodwill) and their impact on business performance. In taking the top spot, Lego supplanted Ferrari, last year’s winner, which dropped to the 9th spot. PwC, Red Bull, Unilever and McKinsey followed Lego in this year’s rankings. Separately, Apple was crowned the world’s “most valuable” brand using a methodology that combines the BSI, brands’ “royalty rate” and forecast revenues.
About the Data: Detailed methodological details concerning Brand Finance’s rankings are available by following the above link.