Global Branding stratergy group report for Lego.

Contents 1.         Executive Summary.............................................................         2          1.1.         Company Introduction         ................................................         6 1.2.         Industry Surveys.......................................................         6 2.          accord spheric Strategy Readings................................. 7          2.1.         Industry globalization Drivers.......................................         7 2.2.          marketplace orbicularization Drivers.........................................         7 2.3.          appeal globalization Drivers............................................         8 2.4.         Government globalization Drivers................................. 9 2.5.          rivalrous ball-shapedization Drivers..................................         9 2.6.          world-wide Strategy Levers................................................         10 2.7.         Actual and guide Globalization By Activity......................         10 2.8.         Actual and Tar undertake social function of Global Marketing......................         11 2.9.         Competitors Use Of Global Strategies.........................         11 2.10.          specification of Core Business Strategy..........................         11 2.          vane leaders: The Evolving Paradigm...............................         11 3.          scratch leaders Task.........................................................         12 4.           gull individualism eagerness stick (Gl! obal)......................................         12 5.1.          place Essence..........................................................         12 5.2.         Core individuation.............................................................         12 5.3.         Extended Identity.......................................................         13 5.4.         Value Proposition.......................................................         13 5.5.         Relationship..............................................................         14 6.         Brand Identity Planning computer simulation (Global Vs Local).........................         14 7.         Brand Identity Elaboration Model.............................................         14 7.1.         Identity-Support ing Programs Audit................................         14 7.2.         Brand Identity Prioritization..........................................         15 8.         Brand Relationship Spectrum................................................         16 9.         Brand architecture Model / Brand Architecture Audit..................         18 9.1.         Portfolio occasions...........................................................         18 9.2.         Product-Market stage setting Roles......................................         18 9.3.         Brand Portfolio Structure.............................................         19 10.         Brand building - Lessons To tick From Adidas and Nike..........         19 11.         Role Of Sponsorship..........

..................................................         21 12.         Building Brand - The Role of LEGO.COM................................         22 13.         Brand Building Beyond Advertising - LEGO In lacquer Market.......         23 14.         Global Brands....................................................................         25 14.1.         Effective Global Brand Management..............................         25 14.2.         Global Brand Planning For Japan Market........................         26 15.          Ten Keys, Seven Steps To A Global Brand....................................         27 16.         Recommendations....................................................................         29 Exhibit 2.6.         Global Strategy Levers................................................         30 Exhibit 2.7.         Actual and Target Globalization by Activity......................         30 Exhibit 2.8.         Actual and Target Use of Global Marketing.....................         31 Exhibit 2.9.         Competitors Use of Global Strategies............................         31 Exhibit 2.10.          condition of Core Business Strategy.........................         32 Exhibit 3.         Brand Leadership - The Evolving Paradigm....................         34 1.       Â Â Â executive SUMMARY LEGO, the toy company, the ! brand... If you want to get a full essay, disposition it on our website: OrderCustomPaper.com

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