LEGO brand profile in Germany 2023
How high is the brand awareness of LEGO in Germany?
When it comes to toys and baby online shop users, brand awareness of LEGO is at 93 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
How popular is LEGO in Germany?
In total, 66 percent of German toys and baby online shop users say they like LEGO. However, in actuality, among the 93 percent of German respondents who know LEGO, 71 percent of people like the brand.
What is the usage share of LEGO in Germany?
All in all, 54 percent of toys and baby online shop users in Germany use LEGO. That means, of the 93 percent who know the brand, 58 percent use them.
How loyal are the customers of LEGO?
Around 48 percent of toys and baby online shop users in Germany say they are likely to use LEGO again. Set in relation to the 54 percent usage share of the brand, this means that 89 percent percent of their customers show loyalty to the brand.
What's the buzz around LEGO in Germany?
In September 2022, about 43 percent of German toys and baby online shop users had heard about LEGO in the media, on social media, or in advertising over the past three months. Of the 93 percent who know the brand, that's 46 percent, meaning at the time of the survey there's some buzz around LEGO in Germany.
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