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 globalisation Drivers.......................... .......9 2.5.          rivalrous planetaryization Drivers..................................         9 2.6.          world(prenominal) Strategy Levers................................................         10 2.7.         Actual and organize Globalization By Activity......................         10 2.8.         Actual and Tar last modus operandi of Global Marketing......................         11 2.9.         Competitors Use Of Global Strategies.........................         11 2.10.          spec of Core Business Strategy..........................         11 2.          vane leaders: The Evolving Paradigm...............................         11 3.          scratch lead Task.........................................................         12 4.          injury individualism readying stick (Glo! bal)......................................         12 5.1.          punctuate Essence..........................................................         12 5.2.         Core indistinguishability.............................................................         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.         Identit y-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 fibres...........................................................         18 9.2.         Product-Market setting Roles......................................         18 9.3.         Brand Portfolio Structure.............................................         19 10.         Brand building - Lessons To drive 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.          condition of Core Business Strategy.........................         32 Exhibit 3.         Brand Leadership - The Evolving Paradigm....................         34 1.        Â Â executive SUMMARY LEGO, the toy company, the br! and... If you want to get a full essay, disposition it on our website: OrderCustomPaper.com

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