Lego brand's positioning based on comparative method /POD&POP/

Task1. Could you find useful associations for those brands? Keep in mind, you have to consider
whether the desired images are consistent with the perceived images for those brand.
Task 2. Could you define appropriately POPs and PODs for Lego by the way of comparing to Playmobil.

Task 3. Could you try to reveal Lego's brand mantra based on its PODs and POPs?
 
 
 
 
 

Transcribed Image Text:

What is exactly a brand mantra? < < A brand mantra is a 3 to 5-word shorthand encapsulation of your brand position. It is not an advertising slogan and it won't be something you use publicly. A brand mantra is at its most powerful when it becomes a deeply resonant piece of the DNA of the company and is used as a touchstone to return when making difficult decisions. The brand mantra can be your guide to decide in which business you should operate, how to handle a crisis or how to make a painful choice. (darkmatters.com) The brand mantra could be divided in three parts: emotional modifier, descriptive modifier and brand function. Before finding the brand mantra of Playmobil and Lego, we have to look quickly to their point of parity and their point of differences (previous article done by Cindy). Thanks to that, we can highlight that even Playmobil and Lego are selling the same kind of products and they are trans-generational brands, they don't have the same core values We made a list of what these two brands make us think of and what they want us to think of. Brand Knowledge: Brand Awareness/Brand Image Lego and Playmobil are famous right? But does everyone know about them? Here are the results from a short survey. What is the toy brand which comes to your mind first? 24% answered Lego, 14% answered Playmobil and many also answered Barbie, Mattel, Fisher Price and Toys'R'Us even if this is a retailer. Lego and Playmobil were not top of mind. They are actually not strong recalled brand and so the awareness is not that good. We can note that Lego did a bit better than Playmobil for this respondent sample. What is exactly a brand mantra? < < A brand mantra is a 3 to 5-word shorthand encapsulation of your brand position. It is not an advertising slogan and it won't be something you use publicly. A brand mantra is at its most powerful when it becomes a deeply resonant piece of the DNA of the company and is used as a touchstone to return when making difficult decisions. The brand mantra can be your guide to decide in which business you should operate, how to handle a crisis or how to make a painful choice. (darkmatters.com) The brand mantra could be divided in three parts: emotional modifier, descriptive modifier and brand function. Before finding the brand mantra of Playmobil and Lego, we have to look quickly to their point of parity and their point of differences (previous article done by Cindy). Thanks to that, we can highlight that even Playmobil and Lego are selling the same kind of products and they are trans-generational brands, they don't have the same core values We made a list of what these two brands make us think of and what they want us to think of. Brand Knowledge: Brand Awareness/Brand Image Lego and Playmobil are famous right? But does everyone know about them? Here are the results from a short survey. What is the toy brand which comes to your mind first? 24% answered Lego, 14% answered Playmobil and many also answered Barbie, Mattel, Fisher Price and Toys'R'Us even if this is a retailer. Lego and Playmobil were not top of mind. They are actually not strong recalled brand and so the awareness is not that good. We can note that Lego did a bit better than Playmobil for this respondent sample.