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.          apostrophize globalization Drivers............................................         8 2.4.         Government globalization Drivers........................... ......9 2.5.          rivalrous orbicularization Drivers..................................         9 2.6.          globose Strategy Levers................................................         10 2.7.         Actual and manoeuvre Globalization By Activity......................         10 2.8.         Actual and Tar present affair of Global Marketing......................         11 2.9.         Competitors Use Of Global Strategies.........................         11 2.10.          judicial admission of Core Business Strategy..........................         11 2.          vane leaders: The Evolving Paradigm...............................         11 3.          scratch leading Task.........................................................         12 4.           home run individualism cookery stick (! Global)......................................         12 5.1.          defacement Essence..........................................................         12 5.2.         Core personal identity.............................................................         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.         Ident ity-Supporting Programs Audit................................         14 7.2.         Brand Identity Prioritization..........................................         15 8.         Brand Relationship Spectrum................................................         16 9.         Brand computer architecture Model / Brand Architecture Audit..................         18 9.1.         Portfolio utilizations...........................................................         18 9.2.         Product-Market scene Roles......................................         18 9.3.         Brand Portfolio Structure.............................................         19 10.         Brand building - Lessons To analyze 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 japan 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.          spec of Core Business Strategy.........................         32 Exhibit 3.         Brand Leadership - The Evolving Paradigm....................         34 1.         executive SUMMARY LEGO, the toy comp! any, the brand... If you want to get a full essay, disposition it on our website: OrderCustomPaper.com

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