What is the LEGO brand's value proposition?

The LEGO system offers two distinct value propositions: To children: A super fun toy you never get bored of. LEGO sets and elements offer children endless possibilities with themed and non-themed pieces that can be turned into the EXACT toy children want to play with at any time. read more

The LEGO Group faces increasing competition from new, strong and aggressive competitors who aggressively claim the LEGO brand value proposition thus we must be deliberate and aligned in building the LEGO brand so that it stands out clearly from competitors. read more

BRAND IDENTITY An investigation of the LEGO Group and its exposure of brand identity online Camilla Laigaard Bak Page 5 of 56 Exam Number: 281840 1. Introduction The tendency within consumer behaviour of today has provided the companies with a wakeup-call as the understanding of consumer behaviour is good business 1. read more