Contents
1. Executive Summary............................................................. 2
1.1. Company Introduction ................................................ 6
1.2. Industry Surveys....................................................... 6
2. Understanding Global Strategy Readings................................. 7
2.1. Industry Globalization Drivers....................................... 7
2.2. Market Globalization Drivers......................................... 7
2.3. Cost Globalization Drivers............................................ 8
2.4. Government Globalization Drivers.................................9
2.5. Competitive Globalization Drivers.................................. 9
2.6. Global Strategy Levers................................................ 10
2.7. Actual and Target Globalization By Activity...................... 10
2.8. Actual and Target Use of Global Marketing...................... 11
2.9. Competitors' Use Of Global Strategies......................... 11
2.10. Specification of Core Business Strategy.......................... 11
2. Brand Leadership: The Evolving Paradigm............................... 11
3. Brand Leadership Task......................................................... 12
4. Brand Identity Planning Model (Global)..................................... 12
5.1. Brand Essence.......................................................... 12
5.2. Core Identity............................................................. 12
5.3. Extended Identity....................................................... 13
5.4. Value Proposition....................................................... 13
5.5. Relationship.............................................................. 14
6. Brand Identity Planning Model (Global Vs Local)......................... 14
7. Brand Identity Elaboration Model............................................. 14
7.1. Identity-Supporting Programs Audit................................ 14
7.2. Brand Identity Prioritization.......................................... 15
8. Brand Relationship Spectrum................................................ 16
9. Brand Architecture Model / Brand Architecture Audit..................
Relationship between trade marks and brand
The visual brand identity manual for Mobil Oil (de...
English: English and Hebrew Coke labels in an Isra...18
9.1. Portfolio Roles........................................................... 18
9.2. Product-Market Context Roles...................................... 18
9.3. Brand Portfolio Structure............................................. 19
10. Brand Building - Lessons To Learn 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. Specification of Core Business Strategy......................... 32
Exhibit 3. Brand Leadership - The Evolving Paradigm.................... 34
1. EXECUTIVE SUMMARY
LEGO, the toy company, the brand and its...