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What Is Denmark’s Most Valuable Brand?

LEGO’s brand value grew by more than 50% in a year, putting the toy maker far ahead of Nordea and Mærsk in Brand Finance’s annual ranking. Here’s the full Danish top ten.

A giant LEGO minifigure figure in a red top and blue cap waving outside the glass headquarters building of the LEGO Campus in Billund
The LEGO Campus in Billund (Photo: Michał Beim/Wikimedia Commons, CC BY 4.0)

What is Denmark’s most valuable business brand?

This week, Brand Finance released its annual report on the most valuable brands in the world, and a well-known classic has held on to first place.

LEGO, the Danish toy manufacturer, took first place, while brands such as Nordea, A.P. Møller-Mærsk, and Novo Nordisk were also near the top.

LEGO’s domination has grown

LEGO has held the number one spot for a decade now. However, this year, the company’s lead over other Danish brands increased significantly.

According to the study, the brand’s value increased by over 50% in the past year, and it is now valued at 114 billion Danish kroner.

That gives LEGO a massive lead over second place, the financial services group Nordea, which has a value of 46.2 billion kroner.

Børsen, a Danish business newspaper, attributed LEGO’s growth to a 12% increase in sales in 2025, new brand deals with the likes of Formula 1 and Fortnite, and a new focus on catering to adult consumers.

The top ten list

According to Børsen’s list, the full top ten of the most valuable brands in Denmark is:

  1. LEGO – The toy manufacturer comes in at the top with a value of 114 billion kroner.

  2. Nordea – The financial services group comes in a distant second with a value of 46.2 billion kroner.

  3. A.P. Møller-Mærsk – The shipping company takes third place with a value of 38 billion kroner.

  4. Novo – The pharmaceutical company takes fourth place with a value of 26.9 billion kroner.

  5. Arla – The dairy company takes fifth place with a value of 22.4 billion kroner.

  6. Danske Bank – The bank and financial services company takes sixth place with a value of 21.6 billion kroner.

  7. Vestas – The wind turbine company takes seventh place with a value of 20.9 billion kroner.

  8. Pandora – The jewellery manufacturer and retailer takes eighth place with a value of 19.4 billion kroner.

  9. DSV – The transport and logistics company takes ninth place with a value of 18.7 billion kroner.

  10. Tuborg – The brewing company takes tenth place with a value of 14.2 billion kroner.

Global leaders

LEGO, Denmark’s most valuable brand, ranks 138th globally, a long way behind first place.

The global leader is Apple, with a value of over 4.05 trillion kroner, followed by Microsoft at 3.77 trillion kroner and Google at 2.89 trillion kroner.

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