Disney is the strongest brand in the world and therefore as well a great place to work. Most of the important brands are American like shown in the table. The Danish brand Lego is loosing weight at value, but still is a strong brand to sell. Also the French L’Oreal is still shining creations, however its now dominant position is the result of its many acquisitions and the powerful brands it has brought under its control.
The most powerful brands in Europe
Disney has moved to the first rank, because of Star Wars. Disney is managing to exploit the Star Wars concept both rapidly and sensitively, a difficult feat to pull off.
Lego – nice work environment, but loosing ground as a brand
Lego has lost its position at the top of the table. Though it remains a very powerful brand and retains its AAA+ brand rating, the Danish company has been beset by a series of controversies of late which threaten to affect its wholesome image. It has been fined by German regulators for attempting to prevent retailers from discounting its products. It was also accused of colluding in censorship for trying to prevent dissident Chinese artist Ai Wei Wei from using Lego in his work.
VW – big company, but bad image
Volkswagen is also amongst this year’s worst performing brands. This may come as little surprise given the scale of the scandal that has engulfed the brand, following revelations that it programmed its diesel vehicles to activate their optimal emission-reduction settings only when being tested and that, driven under normal conditions, they would emit up to 40 times the more nitrogen oxide. In December Brand Finance estimated that VW may see brand value fall by as much as $10 billion. In fact the affair has turned out to be even more damaging than that. Brand value is down by US$12 billion to US$18.9 billion leading to a fall in rank from 17th to 56th.