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.          salute globalization Drivers............................................         8 2.4.         Government globalisation Drivers................................ .9 2.5.          rivalrous planetaryization Drivers..................................         9 2.6.          spherical Strategy Levers................................................         10 2.7.         Actual and lay Globalization By Activity......................         10 2.8.         Actual and Tar get along function of Global Marketing......................         11 2.9.         Competitors Use Of Global Strategies.........................         11 2.10.         stipulation of Core Business Strategy..........................         11 2.          vane leaders: The Evolving Paradigm...............................         11 3.          scratch lead Task.........................................................         12 4.          grime individ ualism cookery stick (Global)............! ..........................         12 5.1.          sucker Essence..........................................................         12 5.2.         Core 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.         Identity-Supporting 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 procedures...........................................................         18 9.2.         Product-Market mount Roles......................................         18 9.3.         Brand Portfolio Structure.............................................         19 10.         Brand building - Lessons To describe 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 Step s 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.          judicial admission of Core Business Strategy.........................         32 Exhibit 3.         Brand Leadership - The Evolving Paradigm....................         34 1.         executiv e 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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