Corporate Branding as Strategy: The case of LEGO Company

Majken Schultz, Mary Jo Hatch

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearch

Original languageEnglish
Title of host publicationBrand Culture
EditorsJonathan E. Schroeder, Miriam Salzer-Mörling
Place of PublicationAbingdon
PublisherRoutledge
Publication date2006
Pages15-33
Chapter1
ISBN (Print)9780415355995, 9780415355988
Publication statusPublished - 2006

Cite this

Schultz, M., & Hatch, M. J. (2006). Corporate Branding as Strategy: The case of LEGO Company. In J. E. Schroeder, & M. Salzer-Mörling (Eds.), Brand Culture (pp. 15-33). Abingdon: Routledge.