Lego Group

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REBRANDING LEGO

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BSc (IM) 6th semester, Bachelor Thesis

Authors: Binh Thi Le Supervisor: Berit Kamp

REBRANDING LEGO. AN ANALYSIS OF CAUSES AND SOLUTIONS IMPLEMENTED.

Department of Marketing and Statistics Aarhus School of Business [02nd May 2011]

REBRANDING LEGO Abstract

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This paper describes the seven-year rebranding process undergone by the LEGO Group in between 2004 and 2010. In the first part of the paper there is a focus on describing the relevant literature concerning the branding and rebranding concepts while the second part of the paper deals with the LEGO case study. The rebranding process (called “Strategic Vision” by the LEGO Group) is described from start to finish and is broken down in its three phases. The four cycle model of corporate branding is presented as well as the VCI Alignment model. The paper concludes that the rebranding process was a lengthy and demanding endeavor that consisted of implementing various successful solutions to several brand problems.

REBRANDING LEGO Table of contents

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Introduction Motivation..........................................................................................................................4 Problem statement...........................................................................................................4-5 Research questions..............................................................................................................5 Methodology.......................................................................................................................6 Delimitation........................................................................................................................6 Chapter 1 Theoretical background 1.1 Branding 1.1.1 Brands and branding.............................................................................................8-11 1.1.2 Brand equity.......................................................................................................11-12 1.1.3 Types of brands........................................................................................................13 1.1.4 Corporate brands vs. product brands..................................................................14-15 1.1.5 Brand architecture...............................................................................................16-18 1.1.6 Brand portfolio.........................................................................................................18 1.1.7 The Brand Asset Valuator (BAV)......................................................................19-20 1.2 Rebranding 1.2.1 Rebranding process.............................................................................................20-21 1.2.2 Reasons for rebranding.......................................................................................21-23 1.3 Branding in the toy industry.........................................................................................24 Chapter 2 Case-study Lego 2.1 History of the brand Lego........................................................................................25-28 2.1.1 The Lego philosophy...............................................................................................29 2.2 Rebranding Lego 2.2.1 Problems with the brand.....................................................................................30-35 2.2.2 The rebranding process.......................................................................................35-40 Chapter 3 Conclusions..........................................................................................................41-42 References..............................................................................................................................43-46

REBRANDING LEGO Introduction

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Motivation Throughout my education, I have always been interested in marketing topics. While studying at the Aarhus School of...
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