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_SLIDE_1_
A cultural perspective on corporate branding
Chapter 1.
- The Case of LEGO Group
Majken Schultz and Mary Jo Hatch
_SLIDE_2_
A FRAMEWORK FOR CORPORATE BRANDING
Strategic vision
Organizational culture
Stakeholder images
Identity
Successful corporate branding
_SLIDE_3_
The Cycles of corporate branding
Cycle 1
Stating
Cycle 2
Organizing
Cycle 3
Involving
Cycle 4
Integrating
“Who are we as an organization What do we want to stand for”
“How can we reorganize behind our corporate brand”
“How can we involve internal and external stakeholders in the corporate brand”
“How can we integrate vision, culture and image for the corporate brand”
_SLIDE_4_
JOURNEY TOWARDS CORPORATE BRANDING:
LESSONS FROM LEGO
Cycle 1
Stating Who We Are
브랜드 아이덴티티를 재정의 하기 위해서는 기업…
_SLIDE_5_
A cultural perspective on corporate branding
Chapter 1.
- The Case of LEGO Group
Majken Schultz and Mary Jo Hatch
_SLIDE_2_
A FRAMEWORK FOR CORPORATE BRANDING
Strategic vision
Organizational culture
Stakeholder images
Identity
Successful corporate branding
_SLIDE_3_
The Cycles of corporate branding
Cycle 1
Stating
Cycle 2
Organizing
Cycle 3
Involving
Cycle 4
Integrating
“Who are we as an organization What do we want to stand for”
“How can we reorganize behind our corporate brand”
“How can we involve internal and external stakeholders in the corporate brand”
“How can we integrate vision, culture and image for the corporate brand”
_SLIDE_4_
JOURNEY TOWARDS CORPORATE BRANDING:
LESSONS FROM LEGO
Cycle 1
Stating Who We Are
브랜드 아이덴티티를 재정의 하기 위해서는 기업…
_SLIDE_5_
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