Denmark 50 2019

Brand Finance Denmark 50 2019

  • Long-standing leader Lego remains Denmark’s most valuable and strongest brand despite brand value falling 9%
  • Maersk brand value surges 45% to DKK 28.6 billion, moves up ranking to second most valuable Danish brand
  • Mixed results for retail brands: Rema 1000 brand value up 51%; Coop Danmark drops out of top 10
  • Carlsberg slides into top 10, brand value up 9% to DKK 8.8 billion
  • Swedish brands dominate regional Brand Finance Nordic 50 ranking, 16 Danish brands make the cut

“Lego’s brand has been built over many years, and it is facing existential challenges from new technologies. Its iconic status is under threat, but Lego are working hard to leverage its existing brand strength into new product categories. So far, while its core business certainly remains threatened, they appear to be avoiding the risk of extinction faced by other businesses which have seen fundamental challenges to their markets from new technology.”

David Haigh CEO of Brand Finance

Read about this and many more insights in the full report, available for download now.