LEGO is the second most highly regarded brand in the world

LEGO Group has earned itself a prominent position in the public's "mind and heart."

LEGO Group has featured in the Top 10 of the Reputation Institute annual RepTrak 100 survey for the seventh year in a row.

The Danish toy manufacturer has placed at number 2 on the list of the most highly regarded companies in the world when it comes to corporate reputation.

LEGO Group CMO Julia Goldin

LEGO Group CMO Julia Goldin

LEGO Group CMO Julia Goldin said: “We are humbled and honoured to see that people continue to have a very high affinity for the LEGO brand and the LEGO Group.

“This rank is a reflection of the unique LEGO idea and values, and the passion and diligence our more than 19,000 employees show every day in bringing LEGO play to children all over the world.”

LEGO Group believes that play helps children develop essential skills that will last a lifetime, she added, noting that the company’s mission ‘to inspire and develop the builders of tomorrow’ reflects that.

“We work hard to create innovative, fun and safe play experiences that meet the exceptionally high quality standards people expect of us, while at the same time contributing to the local communities where we operate,” Goldin continued. “We feel a huge sense of responsibility to positively impact the world children will inherit.”

The RepTrak 100 study, developed by Reputation Institute, measures the corporate reputation of 100 companies by asking the public in 15 countries around the world questions about the emotional appeal of each company. Furthermore, the study scores the companies on seven dimensions: Products & Services, Innovation, Workplace, Governance, Citizenship, Leadership and Performance.

Henrik Strøier, Reputation Institute MD, said: “This year’s Global RepTrak 100 yet again places the LEGO Group in a very special category – a select handful of organisations that are trusted, respected and admired globally.

“The fact that the LEGO Group has earned itself such a prominent position – in mind and heart – with the global community is a strong testimony to the Group’s commitment and dedication to creativity and an upright business conduct. The affinity towards the LEGO Group goes well beyond a love for the products.”

Top 10 2017:

1. Rolex
2. The LEGO Group
3. The Walt Disney Company
4. Canon
5. Google
6. Bosch
8. Intel
9. Rolls-Royce
10. Adidas

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