For the seventh consecutive year, Novo Nordisk tops in Berlingske Nyhedsmagasin’s image analysis of the image of the large Danish companies.

In the annual image analysis, which was recently published in Berlingske Nyhedsmagasin, 2755 businessmen have ranked the 140 largest Danish companies within nine different parameters such as responsibility, reliability and innovation and again gold is going to almost invincible Novo Nordisk.

When Lars Rebien Sørensen was appointed in November 2000, Novo Nordisk ranked second in Berlingske Nyhedsmagasin’s annual image analysis. Since then only A.P. Møller-Mærsk has succeeded in surpassing Novo Nordisk just one year – in 2004.

This year, A.P. Møller-Mærsk is very far from being a threat to Novo Nordisk. Denmark’s largest company is no longer in top 10 and will have to be content with an unaccustomed and anonymous number 13.

Lego, however, has returned to the top with impressive strength. As late as in 2005 poor results sent the toy manufacturer’s image down to an 88 ranking. But Lego has recovered the respect and the result was a ranking as number 11 last year to a third this year, right after Danfoss, which ranks second.

Also Carlsberg is in top 10. From ranking number 36 in 2007 to ranking 8 this year. After the hostile take over bid of half of Scottish & Newcastle it looks as if Danish business life has had a new example.

Top 10 are as follows:

1. Novo-Nordisk (medico)
2. Danfoss (machines and components)
3. Lego (toys)
4. Novozymes (chemical)
5. Grundfos (machines and components)
6. Danske Bank (bank)
7. Ikea (furniture)
8. Carlsberg (brewery)
9. Microsoft (software and IT service)
10. Jyske Bank (bank)