LEGO clicks in at runner-up in annual Superbrands list

LEGO has proved it’s back among the UK’s favourite brands by coming runner-up in the annual list of UK Consumer Superbrands.

Beaten only by luxury watchmaker Rolex, it rose from fifth place in 2020 after claiming the Superbrands title for two years running in 2018 and 2019.

LEGO has gradually risen through the ranks in recent years making the top 20 for the first time in 2014, before soaring to third place in 2016.

The annual list of the leading Superbrands reveals that despite the Covid pandemic, consumers opted for consistency and familiarity, with only five changes among the leading twenty brands.

This year 1,631 consumer brands were assessed for the Superbrands league across 81 categories, for quality, reliability and distinction, and voted on by 2,500 consumers and 38 leading marketing experts on the Consumer Superbrands Council. The research was independently managed by The Centre for Brand Analysis (TCBA), while the consumers were accessed through leading panel provider, Dynata.

A significant change has come in how we regard High Street retailers, and while John Lewis and Marks & Spencer are still regarded as Superbrands, they no longer feature as favourites. John Lewis and M&S were both last in the top ten in 2018.

Superbrands pays tribute to exceptional brands throughout the world. The UK Superbrands annual survey has provided a barometer into how brands have been viewed since 1995 by tracking their history, development and achievements. The UK programme is run under licence by the Academy of Chief Marketers. Unlike many industry awards, brands do not pay or apply to be considered.

Top 20 Ranking  Consumer Superbrands® :

1 Rolex Watches
2 LEGO Child Products – Toys and Education
3 Visa Financial – General
4 Dyson Household & Personal Care Appliances
5 Andrex Household – Kitchen Rolls, Toilet Roll and Tissues
6 Apple Technology – General
7 Mercedes-Benz Automotive – Car & Bike Manufacturers
8 British Airways Travel – Airlines
9 Coca-Cola Drinks – Non-Alcoholic – Carbonated Soft Drinks
10 Samsung Technology – General
11 Nike Sportswear & Equipment
12 Kellogg’s Food – Cereals & Breakfast Foods
13 Lindt Food – Confectionery
14 Gillette Toiletries – Men’s Grooming
15 Microsoft Technology – General
16 Mastercard Financial – General
17 PayPal Financial – General
18 Netflix Media – TV
19 Google Search & Social Media
20 BMW Automotive – Car & Bike Manufacturers

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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