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The LEGO Group’s reputation retains its top position globally

The LEGO Group holds a position as number 9 globally in the 2014 reputation survey from Reputation Institute. In 2013, the LEGO Group held a position as number 10.

The Reputation Institute’s annual reputation survey of the 100 largest and most well-known brands is conducted in 15 countries across Europe, North America, Latin America and Asia/Pacifics, the so-called RepTrak100TM.

Jørgen Vig Knudstorp, Chief Executive Officer of the LEGO Group, says of the 2014 RepTrak100TM results:

“We are very proud to retain our top 10 position for the fourth year in a row. To be present on this list you have to be recognized for your fantastic products as well as what you represent as a company and how you engage with your consumers, customers and opinion formers. Children are of course our main concern, and it is the LEGO philosophy that good quality play enriches a child’s life and lays the foundation for later adult life. We want children of all ages to experience joy and pride when exploring their creative potential. At the same time, we are also very committed to caring for the environment and the society that children will inherit”.  

Reflecting further on the results, he continues:

“The results show that the LEGO Group is very well known and has a strong reputation in North America as well as in Europe, and we will continue to do our utmost to live up to the high expectations in these markets going forward. At the same time, we will work hard to further strengthen the presence and reputation of our brand in Asia in the years to come as we strongly believe that good quality play is important to all children around the world.

Henrik Strøier, Managing Partner, Reputation Institute says about the results of the LEGO Group:       

”The LEGO Group has, to a higher degree than its competitors, been able to read and live up to the expectations that children, parents, retailers, legislators and opinion formers have to a modern company. That ability is being awarded globally – actually, more than 50% of the respondents believe that the LEGO Group’s reputation is excellent (score above 80) and only 6% see the LEGO Group’s reputation as poor (score below 40) – a homogeneity that makes the LEGO Group stand out significantly from the rest of the survey’s top 10.”

Top 10 most reputable companies globally 2014:

1: The Walt Disney Company / Google
3: BMW / Rolex
5: Sony
6: Canon
7: Apple
8: Daimler
9: The LEGO Group
10: Microsoft / Samsung

Read more about Reputation Institute’s global survey here: www.reputationinstitute.com

Further information:
Roar Rude Trangbæk,
Press Officer,
The LEGO Group
+45 7950 4348