![]() ![]() For others, Lego offers so much possibilities : creating anything from bricks as some artists do.īrand feelings: For children, it is about fun. At the beginning, boys and girls could enjoy playing with the same bricks. Also, Lego has been criticized to become sexist by creating special ranges for girls. For some, the offer is too wide and Lego identity may be lost. Thanks to the licenses, Lego modernized its image and is still up-to-date.īrand judgements: Lego has now so many different ranges and also different licenses. With these same bricks, special universes can be created. Starting with bricks you can simply assembly, it created really nice themes : its own and through licenses. Lego also offers many different themes to answer the best children’s expectations and to develop children’s creativity.īrand imagery: Lego built its image on construction. Even if Lego is not always the first toy brand which comes to people’s mind, at least everyone has heard about it and knows what it does.īrand performance: about performance, Lego provides quality toys which last for years. To sum up the brand equity of Lego and Playmobil, we used the CBBE pyramid.īrand salience : From our questionnaire, we can say Lego has a high brand awareness. ![]()
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March 2023
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