1. Lego, about the brand Jente Dedeyne

2. LEGO

3. Danish

4. LEGO Danish Toys (the bricks)

5. LEGO Danish Toys (the bricks) Over 50 years old

6. LEGO Danish Toys (the bricks) Over 50 years old 2 times winner of “toy of the century”

7. The name LEGO

8. Is derived from the Danish leg (play) and godt (well)

9. The name LEGO Is derived from the Danish leg (play) and godt (well) It was for a toy brand

10. Positioning

11. Tv commercials

12. Positioning Tv commercials legoland

13. Tv commercials

14. Focusing on children

15. Tv commercials Focusing on children In Belgium more before Christmas and 6/12

16. Tv commercials Focusing on children In Belgium more before Christmas and 6/12 Features different themes

17. Tv commercials Focusing on children In Belgium more before Christmas and 6/12 Features different themes Almost always has a quick build

18. legoland

19. amusement park themed on LEGO

20. legoland Amusement park themed on LEGO Always a legoshop

21. legoland Amusement park themed on LEGO Always a legoshop Often a “factory”

22. legoland Amusement park themed on LEGO Always a legoshop Often a “factory” Lego themes are also in Legoland

23. Target audience

24. Childeren

25. Target audience Childeren Creative people

26. Brand image

27. Good quality

28. Brand image Good quality Every block can go everywhere

29. Brand image Good quality Every block can go everywhere Building is almost more important

30. Brand image Good quality Every block can go everywhere Building is almost more important Uses creativity

31. packaging

36. slogan

37. Your imagination is your only limitation

38. slogan Your imagination is your only limitation ▫Focuses on creativity

39. slogan Your imagination is your only limitation ▫Focuses on creativity ▫Encourages to build own things

40. slogan Your imagination is your only limitation ▫Focuses on creativity ▫Encourages to build own things ▫You can do anything that you can think of

41. Thank you for your attention