TITLE

Building a brand out of bricks

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
April 2003
SOURCE
Brand Strategy;Apr2003, Issue 170, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
9539727

 

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