Doonar, Joanna
February 2004
Brand Strategy;Feb2004, Issue 179, p10
Trade Publication
Focuses on the significant change of brand strategy by LEGO Co. with an aim to break even in 2004. Plan of the company to focus on its core product and simplify its top management structure; Need for the company to concentrate on what it would do to reinvent product offerings for every age group; Suggestions for the company to increase its promotional spending and look at playing on its history. INSET: LEGO'S RESPONSE.


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