As MNCs Retrench, Reigniting the Power of Global Brands

LEGO, a brand that has celebrated creativity since 1932, appeals to human truth. The name lego is derived from Danish phrase “Leg godt,” which also means “I put together” in Latin. Every manifestation of LEGO’s brand relationship, “inspiring the builders of tomorrow,” strengthens brand equity. The company’s award-winning retail outlets are designed with innovative displays and spaces for family “building” events and kid-friendly exploration areas. At several locations worldwide, LEGOland encourages kids to open their imaginations at construction sites that dot the theme parks. To the tune of almost $500 million in global ticket sales, the 2014 film The LEGO Movie is perhaps the most successful branded entertainment in recent years. It tells the tale of an ordinary construction worker, Emmet, battling nefarious Lord Business whose ambition is to glue everything in the adaptable LEGO world into place.

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