Rebranding LEGO

For every organization, being able to successful manage their brand image is vital to ensuring the continued success of the organization. The company I analyzed in my discussion was LEGO. LEGO has been able to remain relevant for the past 85 years now. The reason why LEGO was able to achieve this is due to the fact that LEGO maintains a holistic view of their brand. According to the article a holistic view typically includes the understanding the brand’s heritage, personality, iconography, functional benefits, emotional benefits, and perceived value in the minds of consumers, influencers, and intermediaries (Geyer, 2009). Over the years the LEGO product has undergone extensive development, however, the foundation has remained the same traditional LEGO brick. LEGO has been very successful in creating the right image for their brand, and is demonstrated by the fact that the brand is instantly recognizable and accurately portrays what the company sells. However, in today’s society it may be a good idea for LEGO to rejuvenate their brand image. This will allow the company to explore new products and product markets and attract new customers. However, it is vital for LEGO to ensure they maintain the previous aspects of their image in order to maintain their existing customers. By rejuvenating their image LEGO can help former customers rediscover their brand, offer timeless consumer value, contemporize their brand while still staying true to the original, and build a community (Clow & Baack, 2014).

If I were to rebrand LEGO, I would try to find a way to merge the LEGO image of the 70s, 80s, and 90s, with the technological appeal of today’s society. Lately creating nostalgic experiences is becoming more commonplace with numerous brands, and is something that LEGO should act on as well. By doing this LEGO would be able to attract the parents who grew up with these older LEGO sets, while simultaneously offering something new to their current consumers. When bringing back these retro sets, LEGO should ensure they design the packaging in a way that would allow for the LEGO consumers who have now grown up, to be able to recognize these are the sets they grew up with. However, they also need to ensure the packaging stands out enough to also grab the attention of the young LEGO consumers of today. When bringing back these older LEGO sets, the company should ensure they start with the sets that were the most popular when they were released the very first time.

In addition to bringing back older LEGO sets, the company should also consider exploring the world of Virtual Reality (VR). In today’s society, consumer use of technology is becoming increasingly commonplace. With the numerous technological devices and apps that are available, it would make sense for LEGO to explore this market. The company could partner with various gaming consoles to create a VR game where users could explore a LEGO world. This game could allow users to build all kinds of structures ranging from existing LEGO sets to creations that were pure imagination. The company could then release LEGO set expansions packs that consumers could buy to help grow their world even more. These expansion packs would include instruction manuals for the corresponding LEGO set expansion being purchased. However, when exploring this market it is vital for LEGO to ensure they do not lose sight of what made their brand great in the first place.

While the purpose of rebranding is to allow companies to change the marketing activities and change consumer perceptions of their brand, it is vital for companies to ensure they are not alienating their existing consumer base by making to much of a change to their brand. LEGO has been able to remain relevant for 85 years now by keeping their foundation the same LEGO brick, and instead changing the perceptions of what the LEGO brick could be in the eyes of consumers. By using the rebranding suggestions mention in this blog post, LEGO would be able to regain past consumers, while simultaneous attracting new consumers.

Clow, K. E. & Baack, D. (2014). Corporate Image and Brand Management. Integrated Advertising, Promotion, and Marketing Communications (6th ed.). Retrieved July 15, 2017, from

Geyer, F. (March 24, 2009). Four Best-Practices for Renovating Your Brand – Before It’s Too Late. Retrieved July 15, 2017, from

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