브랜드관리,레고,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

A cultural perspective on corporate branding
Chapter 1.
- The Case of LEGO Group
Majken Schultz and Mary Jo Hatch
A FRAMEWORK FOR CORPORATE BRANDING
* Strategic vision
* Organizational culture
* Stakeholder images
* Identity
** Successful corporate branding
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”
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!
JOURNEY TOWARDS CORPORATE BRANDING:
LESSONS FROM LEGO
Cycle 2
Organizing behind the brand
....

[pptx/pdf]브랜드관리,레고,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p