Problems take toll on value of Maersk brand.
For the last couple of years, Maersk has been short of good news, and this has had an effect on the companysís brand, a new survey shows. Although, Maersk is not the only Danish company to lose value on the top 10 list. But another Danish logistics company is experiencing Progress.
The good news for Maersk is that the company remains in fourth place over the most valuable Danish brands. The bad news is that value has been reduced by 12 percent to 19,7 Billion Danish kroner, according to Brand Finance who conducted the survey.
This decline has taken place in a year where Maersk is busy with the demanding conversion from a conglomerate to an all-out transport and logistics company with the divestment of energy-related companies and problems with earnings in the main business, Maersk Line.
But the top three contenders on the list, Lego, Arla og Danske Bank have also seen a decrease in brand value.
Optimistic foundingís on the list are DSV, which can note an increase in their brand value of 6 percent and thereby climb up the ladder to an 8th place in a year, which again has prompted progress in the Danish logistics giant.
Also Vestas can note a progress, while Novo Nordisk has fallen to a 10th place on the list after a loss of 13 percent on their brand value.
"Although they work in different sectors, the five biggest Danish brands are all at the same time exposed to significant market challenges. Adjusting to the challenging circumstances can take a toll on the value of a brand and strengthen their short run, "according to Finans from David Haig, Chief Financial Officer of Brand Finance.
Source: Finans / Maritime Danmark