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LEGO Case Discussion Questions

The document discusses strategies for Lego to differentiate its brand from competitors like Hasbro and MEGA Brands in the building block market. It asks how Lego can differentiate as its products become commodities, analyzes Lego's customer-based brand equity, and recommends how Lego can differentiate based on strengths versus competitors such as through their frame of reference, points of difference, and points of parity.

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870 views

LEGO Case Discussion Questions

The document discusses strategies for Lego to differentiate its brand from competitors like Hasbro and MEGA Brands in the building block market. It asks how Lego can differentiate as its products become commodities, analyzes Lego's customer-based brand equity, and recommends how Lego can differentiate based on strengths versus competitors such as through their frame of reference, points of difference, and points of parity.

Uploaded by

donny_khosla
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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BUMK 716: BRAND MANAGEMENT THE LEGO GROUP: BUILDING STRATEGY CASE DISCUSSION QUESTIONS

1) When a previously patented product like LEGO becomes a commodity, what can be used to differentiate the brand? 2) Using the Customer-Based Brand Equity framework, how would you describe the LEGO brands equity? 3) What are LEGOs strengths and weaknesses relative to competitors like Hasbro and MEGA Brands? 4) Based on current market conditions, how would you recommend that LEGO differentiate their building blocks from those made by Hasbro, MEGA Brands and others? What should be their frame of reference, point of difference, and points of parity?

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