The LEGO Group (LEGO), a Denmark-based toy manufacturing company, was declared as the world’s most powerful brand in 2015 by Brand Finance. Its high quality products and services and accountability toward consumers created a unique brand identity for the company and established its higher brand equity around the world. It disrupted the global toy manufacturing industry as a distinct player by focusing on innovative technological developments around the brand. To cope with the growing demand of consumers around the world, LEGO continuously changed its strategy through product diversification, portfolio extension, and strategic partnerships. The brand reinvented itself from time to time to move ahead of the competitors and understand the customer wants better.

The enduring popularity and universal appeal of the brand enabled it to be selected by the Forbes Magazine as product of the 20th century that claimed to change people’s lives. However, despite its strategic decisions of product intervention at regular intervals, some industry observers felt that LEGO had failed to cater to the requirement of children and this had adversely affected its brand reputation in the new millennium.....

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