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Contents 1Executive Summary2 11Company Introduction6 12Industry Surveys6 2Understanding Global Strategy Readings 7 21Industry Globalization Drivers7 22Market Globalization Drivers7 23Cost Globalization Drivers8 24Government Globalization Drivers9 25Competitive Globalization Drivers9 26Global Strategy Levers10 27Actual and Target Globalization By Activity10 28Actual and Target Use of Global Marketing11 29Competitors Use Of Global Strategies11 210Specification of Core Business Strategy11 2Brand Leadership The Evolving Paradigm11 3Brand Leadership Task12 4Brand Identity Planning Model Global12 51Brand Essence12 52Core Identity12 53Extended Identity13 54Value Proposition13 55Relationship14 6Brand Identity Planning Model Global Vs Local14 7Brand Identity Elaboration Model14 71Identity-Supporting Programs Audit14 72Brand Identity Prioritization15 8Brand Relationship Spectrum16 9Brand Architecture Model Brand Architecture Audit18 91Portfolio Roles18 92Product-Market Context Roles18 93Brand Portfolio Structure19 10Brand Building - Lessons To Learn From Adidas and Nike19 11Role Of Sponsorship21 12Building Brand - The Role of LEGOCOM22 13Brand Building Beyond Advertising - LEGO In Japan Market23 14Global Brands25 141Effective Global Brand Management25 142Global Brand Planning For Japan Market26 15Ten Keys Seven Steps To A Global Brand27 16Recommendations29 Exhibit 26Global Strategy Levers30 Exhibit 27Actual and Target Globalization by Activity30 Exhibit 28Actual and Target Use of Global Marketing31 Exhibit 29Competitors Use of Global Strategies31 Exhibit 210Specification of Core Business Strategy32 Exhibit 3Brand Leadership - The Evolving Paradigm34 1EXECUTIVE SUMMARY LEGO the toy company the brand and its brick toys is unlike any others in the world The selection of this Scandinavian-based subject as a case for the Global Branding research assignment is a good one for the thoughtful learning of the team and for the entertaining read of its reader True such an argument might as well be made for the likes of Mattel Hasbro and Bandai each of which not coincidentally is a top LEGO competitor However most prominently this company has since its founding seven decades ago doggedly stuck with a vision to nurture the child in each of us that made it the Toy of the Century It is indeed
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