Lego Case
Integrated Brand Communications
MKT4070
TABLE OF CONTENTS
INTRODUCTION 3
QUESTION 1. (a) Critical analysis of LEGO’s SWOT in 2004 3
QUESTION 1.(b) LEGO’s communication effects and objectives post 2004 considering its SWOT in 2004 6
QUESTION 2. Application of various concepts applied by LEGO as a part of the IMC programme 8
(a) POSITIONING STRATEGY AND POSTIOING TACTICS 8
(b) BRAND NARRATIVES 9
(c) BRAND ENCOUNTERS 10
(d) BRAND COVERSATIONS 12
QUESTION 3. Critical evaluation of LEGO’s post 2004 IMC programme 13
CONCLUSION 16
REFERENCES…………………………………………………..............………..17
INTRODUCTION
The LEGO company corporate brand was created in 1932 and for decades it has acted as a strong umbrella brand guiding LEGO through vase international growth and product innovation. (Schultz &Hatch, 2003). The company however faced crisis in the mid 1990’s due to various brand extensions, which fragmented the LEGO brand. This case study gives an insight into how did LEGO deal with its branding and rebranding issues as well as strategic problems that happened in the mid-1990s and the solutions it implemented with regard to their integrated brand communication programme. The case also provides an understanding of the impact of the solutions on the brand in the long term.
QUESTION 1. (a) Critical analysis of LEGO’s SWOT in 2004
To understand the integrated marketing communications program adopted by LEGO it is vital to do a SWOT analysis of the company as shown in the diagram and explained further:
Famous brand, strong name
Play full Learning
Use of Modern technology
Reputation of brand
Famous brand, strong name
Play full Learning
Use of Modern technology
Reputation of brand
SWOT ANALYSIS
THREATS
Ever-changing market and trends Confusion regarding core values of the company
THREATS
Ever-changing market and trends Confusion regarding core values of the company
OPPORTUNITY
Arrival of New Technologies
MKT4070
TABLE OF CONTENTS
INTRODUCTION 3
QUESTION 1. (a) Critical analysis of LEGO’s SWOT in 2004 3
QUESTION 1.(b) LEGO’s communication effects and objectives post 2004 considering its SWOT in 2004 6
QUESTION 2. Application of various concepts applied by LEGO as a part of the IMC programme 8
(a) POSITIONING STRATEGY AND POSTIOING TACTICS 8
(b) BRAND NARRATIVES 9
(c) BRAND ENCOUNTERS 10
(d) BRAND COVERSATIONS 12
QUESTION 3. Critical evaluation of LEGO’s post 2004 IMC programme 13
CONCLUSION 16
REFERENCES…………………………………………………..............………..17
INTRODUCTION
The LEGO company corporate brand was created in 1932 and for decades it has acted as a strong umbrella brand guiding LEGO through vase international growth and product innovation. (Schultz &Hatch, 2003). The company however faced crisis in the mid 1990’s due to various brand extensions, which fragmented the LEGO brand. This case study gives an insight into how did LEGO deal with its branding and rebranding issues as well as strategic problems that happened in the mid-1990s and the solutions it implemented with regard to their integrated brand communication programme. The case also provides an understanding of the impact of the solutions on the brand in the long term.
QUESTION 1. (a) Critical analysis of LEGO’s SWOT in 2004
To understand the integrated marketing communications program adopted by LEGO it is vital to do a SWOT analysis of the company as shown in the diagram and explained further:
Famous brand, strong name
Play full Learning
Use of Modern technology
Reputation of brand
Famous brand, strong name
Play full Learning
Use of Modern technology
Reputation of brand
SWOT ANALYSIS
THREATS
Ever-changing market and trends Confusion regarding core values of the company
THREATS
Ever-changing market and trends Confusion regarding core values of the company
OPPORTUNITY
Arrival of New Technologies
References: (c) BRAND ENCOUNTERS Brand encounters can simply be defined as the experience the customers have with the brand or as described by Bitner (cited in Smith et al, 2010) an organization from the customer’s point of view