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?