A case study of the change of brand strategy in Lego from a focus on the famous building brick to introducing a broad variety of Lego products in the children´s universe

Pernille Gjøls-Andersen

A case study of the change of brand strategy in Lego from a focus on the famous building brick to introducing a broad variety of Lego products in the children´s universe

Pernille Gjøls-Andersen

Research output: Book/Report › PhD thesis

Original language	English

Place of Publication	København
Publisher	Samfundslitteratur
Number of pages	284
ISBN (Print)	8759381418
Publication status	Published - 2001

Series	Ph.D.serie
Number	2001-18
ISSN	0906-6934

Handle.net

Persistent link

Cite this

@phdthesis{97bd3730c02311db9769000ea68e967b,

title = "A case study of the change of brand strategy in Lego from a focus on the famous building brick to introducing a broad variety of Lego products in the children´s universe",

keywords = "Ph.D., Leget{\o}jsindustri, Leget{\o}j, Brand management, Branding, Lego",

author = "Pernille Gj{\o}ls-Andersen",

note = "Opstilling: 687 gj{\o} L{\o}be nr.: 0110911",

year = "2001",

language = "English",

isbn = "8759381418",

series = "Ph.D.serie",

number = "2001-18",

publisher = "Samfundslitteratur",

address = "Denmark",

}

TY - BOOK

T1 - A case study of the change of brand strategy in Lego from a focus on the famous building brick to introducing a broad variety of Lego products in the children´s universe

AU - Gjøls-Andersen, Pernille

N1 - Opstilling: 687 gjø Løbe nr.: 0110911

PY - 2001

Y1 - 2001

KW - Ph.D.

KW - Legetøjsindustri

KW - Legetøj

KW - Brand management

KW - Branding

KW - Lego

M3 - PhD thesis

SN - 8759381418

T3 - Ph.D.serie

BT - A case study of the change of brand strategy in Lego from a focus on the famous building brick to introducing a broad variety of Lego products in the children´s universe

PB - Samfundslitteratur

CY - København

ER -