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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 기업의 핵심 가치가 무엇인지 알아보자! 처음의 조직 문화가 어떻게 형성 된 것인지 되돌아가 깊이 이해하자! 기업이 원하는 것과 내/외부의 모든 이해관계자들이 원하는 것 사이의 균형을 찾자! _SLIDE_5_ JOURNEY TOWARDS CORPORATE BRANDING: LESSONS FROM LEGO Cycle 2 Organizing behind the …
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