The most influential brand in licensing is...
Posted by Huw,
Licensing.biz has just published its Power List of most influential brands in licensing in 2016 and, well, you can guess which company is at number one, otherwise I would not be telling you about it...
"Celebrating a fourth year at the top of the Brands category, LEGO continues to be a global phenomenon, with a solid, growing fan base that can't get enough of the stuff."
As explained on the Licensing.biz website, the list is compiled by an independent judging panel spanning licensors, licensees, retailers and agents who are asked to choose their top three properties. When making their choices judges consider factors such as commercial impact, creativity, innovation, longevity and retail presence.
You can view the entire publication here and see the top ten after the break.
- LEGO
- Volkswagen
- JCB
- Jamie Oliver
- Tango
- Coca-Cola
- Help for Heroes
- Ted Baker
- Kellogg's
- Justin Bieber
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20 comments on this article
Justin Beiber? LOL!
Interesting. Volkswagen is number 2? The Justin Beiber one is hilarious. Also, Huw, are you on mocpages?
Wasn't Ferrari very high on the list last Year? If so, were did it go?
Justin Beiber? AARGH, STOP ME FROM THINKING ABOUT IT!
Seems like a very UK centric list. Tango, Ted Baker, Help for Heroes are virtually unheard of in the US, and JCB and Jamie Oliver certainly wouldn't make anyone's most recognized brands here.
No denying the power of the LEGO brand, but not putting much stock in the rest of the list.
^I would say that Tango, Ted Baker, Help for Heroes etc are also virtually unknown in Denmark - and perhaps in the rest of the world.
Yes it probably does have UK bias, it's a UK based organisation.
Yay Lego! I recognize 6 of 10 I figure thats not bad. Interesting to Jamie Oliver up there.
Saw JCB and Jamie Oliver and figured it was UK based/biased or that would have been Caterpillar and the Barefoot Contessa. Then I got to end of the list.... What's that git doing there?
Surprising to see VW at 2 despite their fall from grace with the emission software. Also surprised to not see the likes of Marvel, Disney, Superdry or Tesco.
By the way, I'm pretty sure it's Bieber, not Beiber
Huw...
... what does "most influential brands in licensing" _actually_ mean?
While I'm at the keyboard, what does "commercial impact" mean? And what do "creativity", "innovation", "longevity" and "retail presence" mean?
In fact, what does this article... mean...?
Score one for Lego fans everywhere!!!
Sadly for VW, they had the opposite effect, they managed to influence a whole heap of people across the globe NOT to buy their cars.
No complaints here! Yay Lego!
Still, I've never heard of half of those... must be a sheltered American thing...
VW is 2 and Apple isn't in the top ten?
While it's great to see LEGO at 1, I question the validity of this report.
@mkrey This is a list of influential brands in licensing. As far as I know, Apple doesn't particularly engage in a lot of licensing, or license its brand, at least not in the ways that these companies do.
I'm British and I had never even heard of Ted Baker until I read this article ... embarrassing :P Then again I spend most of my money on Lego and not on new clothes :P The list surprises me - no Microsoft, Apple, Sony etc? No Disney?!? I'm not complaining about Lego being at the top but the rest of the list makes no sense.....
'Disney' as a brand it not licensed to anyone: its properties are, of course, so they appear in other lists in the book.
When will Lego finally give in to demand and release that Justin Bieber & Jamie Oliver VW Road trip set.
Tango? As in "You've been Tango'd"? :)
JCB? Tango? Ted Baker? Jamie Oliver sound remotely familiar, but no idea what it is.