Provides the framework for the strategic management of corporate brands, as seen from the top management perspective. Describes the change processes associated with corporate branding efforts while the LEGO lot of literature on branding focuses on the beginning of corporate branding efforts (eg, brand positioning, corporate identity, design, brand architecture), this case should LEGO Co branding with four consecutive stages with make, linking culture and vision of the brand image among stakeholders in a very relevant activities, as well as integration of the organization for the brand. In this strategic shift, the top management LEGO vision, organizational culture, and stakeholder images became more equal. "Hide
by Majken Schultz, Mary Jo Hatch Source: California Management Review 22 pages. Publication Date: 01 Oct 2003. Prod. #: CMR266-PDF-ENG
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