You asked: What is LEGO brand strategy?

In 1965, LEGO’s brand strategy focused on children and explored products for different age and gender groups. Accordingly, the company launched the first sub-brand, LEGO Duplo for younger children, followed by the launch of the more advanced LEGO Technic for older boys. …

What is the LEGO strategy?

The LEGO Group has chosen a strategy that’s based on a number of growth drivers. One is to increase its market share in the United States. … It will also expand direct-to-consumer activities (sales through LEGO-owned retail stores), online sales, and online activities (such as online games for children).

Why LEGO is a great brand?

Product – LEGO brick design is simple and extremely versatile. Brand equity – LEGO is recognizable and loved by kids and adults all over the world. Company Values – “Play Well”, Imagination, Creativity, Fun, Learning, Caring, and Quality.

What are the brand values of LEGO?

In 2020, the LEGO brand was valued at approximately 7.54 billion U.S. dollars. In comparison, the brand’s valuation was 5.4 billion U.S. dollars in 2015.

Brand value of LEGO worldwide from 2015 to 2020 (in million U.S. dollars)

Characteristic Brand value in million U.S. dollars

Who owns LEGO now?

Is LEGO a premium brand?

In 2015, after The Lego Movie had achieved commercial and critical success, Lego topped Brand Finance’s powerful brands list. It was displaced for a year by Disney, but has since regained the number-one spot. … This year Google also became the world’s most valuable brand, bumping Apple to second place.

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Why is LEGO unique?

Lego calls it the System of Play, and it is both a manufacturing principle, allowing the company to reuse the same molds to make infinite new sets, and a play proposition: The more bricks you own, the more you can build. … For children, Legos allow them to build whole universes to their idiosyncratic specifications.

What is the most expensive Lego set?

The 7 Most Expensive Lego Sets in the World

  • Top 7 Most Expensive Lego Sets in the World. …
  • Taj Mahal #10256 – $369.99. …
  • Roller Coaster #10261 – $379.99. …
  • Lamborghini Sián FKP 37 #42115 – $379.99. …
  • Diagon Alley #75978 – $399.99. …
  • Hogwarts Castle #71043 – $399.99. …
  • Liebherr R 9800 Excavator #42100 – $449.99.
World of lego games