Lego and Danske Bank at opposite ends of reputation ranking

The country’s largest company, A.P. Møller – Maersk, dropped five spots into ninth place

Lego and Danske Bank are at opposite ends of the spectrum when it comes to reputation in Denmark, according to a survey by the Reputation Institute.

The survey, which lists the 40 most respected brands operating in Denmark, listed Lego as having the best reputation in Denmark, while the embattled Danske Bank, which has been under fire recently thanks to botched marketing campaigns, finished at the bottom.

“I am not surprised,” Kresten Schultz-Jørgensen, the head of strategic communication group, Lead Agency, told Børsen newspaper. “Danske Bank is trying to climb out of a branding hole and it’s difficult. Within branding and reputation it takes ages to build trust, but you can lose it all in a split second.”

READ MORE: Maersk and Arla are best Danish brands

Coca Cola up ten places
The health and beauty retailer, Matas, ranked second followed by Novo Nordisk in third. The country’s largest company, A.P. Møller – Maersk, was ninth, five places lower than last year’s rankings.

There are also foreign companies on the list, including McDonalds, Apple and Coca Cola, which shot up ten spots from last year to 14th place.

In February, one of the world’s leading branding companies, Brand Finance, ranked Maersk, Arla and Danske Bank among the top 500 brands in the world.