Denmark 50 2018

Brand Finance Denmark 50 2018

The annual report on the most valuable Danish brands.

The five most valuable Danish brands each fell in value over the last year, but Lego remained on top as the most valuable and strongest Danish brand. Lego’s brand value dropped 5% over the last year to DKK47.9 billion, as the company’s signature product faces increasing global competition from digital entertainment.


Lego remains Denmark’s most valuable and strongest brand because it is recognised by customers as a high-quality toy that stimulates creativity, learning, and fun. Lego’s brand strength will be particularly important as the rise of digital entertainment and a falling demand for their iconic bricks in the West continue to reshape the market. Building on the success of brand partnerships and on continued expansion in emerging markets, Lego still holds substantial potential as a brand.

David Haigh, CEO, Brand Finance