Building a brand out of bricks

Mortimer, Ruth
April 2003
Brand Strategy;Apr2003, Issue 170, p16
Trade Publication
Focuses on the business strategy of Lego Co. in winning the toy brand into the adult market in Great Britain. Development of the core essence of Lego; Migration of the products in a suitable portal; Concentration of the company in a bigger market in the U.S. INSETS: KEY LEARNINGS;TIMELINE.


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