Lego a Brand Case Study
Symbiosis Institute of Media and Communication, Pune
Brand Management
Prof. Atul Tandon
Lego Case Study
Lego – The way the world plays
An Introduction:
LEGO Lego) is a privately held consumer product company engaged in the manufacture and distribution of a wide range of toys, video games and online games. A powerful and instantly recognized global brand has been a key feature of Lego’s success.
Lego has worked hard to establish this brand through a number of routes. The group organizes its business into four main categories: the core business of play materials, family attractions, lifestyle products, and media. In each of these categories the brand is clearly and consistently applied.
At the heart of Lego’s business are its play materials. Here the Lego brands feature across a plethora of offerings. In order to cater for a target age range of 0 to 16 years, the company has split its offerings into nine different product programmes.
These include Lego Primo and Lego Duplo sets aimed at 0 to 5-year olds. The 4 to 9-year age ranges can enjoy, amongst others, Lego Basic and the ZNAP vehicle/monster transformation sets. Older Lego customers can collect Lego Technic or investigate Lego Mindstorms, a revolutionary new microchip based system.
Losing Its Sheen:
For many today the Lego brand brings back happy childhood memories. The success of world renowned toy manufacturer Lego has always been linked to its physical attributes such as its simplistic but distinctive basic brick design. Its commitment to fostering creative imagination has been its unique brand positioning. Even iconic brands like Lego needs to revitalize time and again to remain relevant and competent in today’s competitive world. Lego has seen a paradigm shift in its product offerings and is finding it difficult to continue its dominance in the toy market.
SWOT on Brand Lego:
Strengths:
* Strong hold on European market * Strong brand
Brand Management
Prof. Atul Tandon
Lego Case Study
Lego – The way the world plays
An Introduction:
LEGO Lego) is a privately held consumer product company engaged in the manufacture and distribution of a wide range of toys, video games and online games. A powerful and instantly recognized global brand has been a key feature of Lego’s success.
Lego has worked hard to establish this brand through a number of routes. The group organizes its business into four main categories: the core business of play materials, family attractions, lifestyle products, and media. In each of these categories the brand is clearly and consistently applied.
At the heart of Lego’s business are its play materials. Here the Lego brands feature across a plethora of offerings. In order to cater for a target age range of 0 to 16 years, the company has split its offerings into nine different product programmes.
These include Lego Primo and Lego Duplo sets aimed at 0 to 5-year olds. The 4 to 9-year age ranges can enjoy, amongst others, Lego Basic and the ZNAP vehicle/monster transformation sets. Older Lego customers can collect Lego Technic or investigate Lego Mindstorms, a revolutionary new microchip based system.
Losing Its Sheen:
For many today the Lego brand brings back happy childhood memories. The success of world renowned toy manufacturer Lego has always been linked to its physical attributes such as its simplistic but distinctive basic brick design. Its commitment to fostering creative imagination has been its unique brand positioning. Even iconic brands like Lego needs to revitalize time and again to remain relevant and competent in today’s competitive world. Lego has seen a paradigm shift in its product offerings and is finding it difficult to continue its dominance in the toy market.
SWOT on Brand Lego:
Strengths:
* Strong hold on European market * Strong brand