Title

Modern challenges of brand management: An analysis of the LEGO brand

Creator

Michailidi, Anastasia

Abstract

This paper analyzes modern brand management challenges using LEGO as a case study. It highlights issues such as maintaining a consistent digital identity, managing negative publicity, and adapting to cultural and social differences. The study emphasizes the importance of balancing localization with global consistency and avoiding marginalization through inclusive strategies like brand activism. Moreover, it explores key marketing approaches, including diversification, digital marketing, consumer-based innovation, and brand extension. Strong brand elements such as name, logo, and personality, are shown to build brand equity, loyalty, and recognition. LEGO exemplifies how effective strategy and branding can sustain consumer engagement and long-term success.

Keywords

brand equity

digital marketing

brand strategy

Date Available

May 28, 2026

Type

Oral presentation

Course

MK3134: Brand Management

Instructor

Kapareliotis, Ilias

Session

Oral presentation

Location

Art Center Auditorium

Event

Year 2026 | 10th Annual Student Research and Creative Arts Symposium