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Cycles of Corporate Branding: The Case of the LEGO Co.
內容大綱
Presents a framework for the strategic management of corporate brands as seen from a top management perspective. Describes the change processes involved in a corporate branding effort at the LEGO Co. Whereas much of the literature on branding focuses on the initiation of a corporate branding effort (e.g., brand positioning, brand identity formulation, brand architecture design), this case follows the LEGO Co.'s branding process through four progressive phases: stating the brand, linking vision to culture and brand image, involving stakeholders in brand-relevant activities, and integrating the organization behind the brand. During this strategic shift, LEGO's top management vision, organizational culture, and stakeholder images became increasingly aligned.