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 globoseization Drivers..................................         9 2.6.          ball-shaped Strategy Levers................................................         10 2.7.         Actual and mastermind Globalization By Activity......................         10 2.8.         Actual and Tar sit act of Global Marketing......................         11 2.9.         Competitors Use Of Global Strategies.........................         11 2.10.          condition of Core Business Strategy..........................         11 2.          vane leaders: The Evolving Paradigm...............................         11 3.          scratch leadership Task.........................................................         12 4.          mug individu alism preparation stick (Global).........! .............................         12 5.1.         stigma 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.         Identity-Supporting Progra ms Audit................................         14 7.2.         Brand Identity Prioritization..........................................         15 8.         Brand Relationship Spectrum................................................         16 9.         Brand architecture Model / Brand Architecture Audit..................         18 9.1.         Portfolio determinations...........................................................         18 9.2.         Product-Market stage setting Roles......................................         18 9.3.         Brand Portfolio Structure.............................................         19 10.         Brand building - Lessons To shoot 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.          judicial admission of Core Business Strategy.........................         32 Exhibit 3.         Brand Leadership - The Evolving Paradigm....................         34 1.      Â Â Â Â executive SUMMARY LEGO, the toy company, th! e brand... If you want to get a full essay, disposition it on our website: OrderCustomPaper.com

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