based on all this information please create the keller brand equity model for LEGO "Methodology to check the comments : Comments from 2023 only, 1 post per month analysis 1- Identified trend: the posts directed to adults fans set have way more engagement, over 2,000 comments. On X there’s a lot reposts 2- Their post usually have more than 100 comments, the customers really engage with them on Instagram 3- “ I want this” “I need this” 4- Lot of customers make product recommendations and ask for new or for them to bring back old products e.g “Don’t cancel LEGO Indiana jones”, “we ned a LEGO vinyl player” 5- “ I want to go back to when LEGO was actually cheap”,- broken_all_dae“Lovely but costs too much. I have collected the annual modular building for so many years, sadly I cannot afford to continue”- andrewhibitt “When will LEGO be affordable again”- bensande12 6- Even though people are complaining about the price, they still think it’s worthy it “ They’re taking my money”, “I will never recover financially from this”, 7- Even though some customers complain about their premium price, others come and defend them in the comments, e.g: “the reason that they’re expensive is because they use some of the best plastic in the work. They want the highest quality because, as their old slogan states: “Only the best is good enough”. “ When I check the price of some of my 90s set with the inflation checker, they actually seem to be roughly the same price”-Wizpip- april25th 8- Most of the customers identity themselves with the ads the company post in their social media e.g: on the 7th feb Lord of Ring ad post we can see comments such as “she’s just like me fr”-beefywiz 9- “building is meditating and therapeutic”- allyouneedisbricks feb 20th “ It’s always a good day for building”, “Historically accurate”, “building any LEGO set is productive but an absolute unit like thi definitely productive”-mujq-mhrthan march 3rd “The 2000s is my childhood and sets from the 2000s are so nostalgic for me” , “ I remember a kid I got this lego book for Christmas, I think it had tasks to make things out of lego. Good Christmas”, “I remember writing an email to LEGO when I was about 9 because they removed the LEGO Bionicle snowball flash game on their website”- ryannicholls195 march 27th “Im a lego love that grew up into an architect”- rosavirginia.ts “LEGO is love”. “So true. I bought all the lego my parents didn’t when I was running my own business. Between calls I’d build them. One day the cleaner looked at my shelves and said “wow,For the kids, right?”, My partners buys me lego formy birthday and we build it together. Im going to be 40 next month and I just asked her to buy me lego. Thank you lego”- amichait June 16th

• DO A BRAND MANTRA PRISM Compare brand performance with their brand identity, positioning, aims and goals.

Lego brand mantra: Lego: “Fun, Construct , Create” LEGO is on the other hand is a brand that is loved by the “bigger” children. Since they emphasize on the variety of customization rather than the precision of realistic appearance of the characters, children of 6+ years to even past teenage ones are the main fans for it.

One of LEGO’s key to success is probably their licensing strategy. They are currently working with 10 different licensors including prestigious ones such as Disney, Lucasfilm and Warner Bros.

This way, they offer a wide range of different products and are able to stick to new trends. Their sets include Pirates of Caribbean, Prince of Persia, Toy Story, Cars, Harry Potter, Spiderman, Sponge Bob and their greatest success Star Wars.

LEGO favours licenses that are globally relevant and known in the whole world. They also prefer to license mature properties or those with characteristics that present an opportunity to leverage both brands. LEGO focuses on having a positive impact on the following areas: human rights, working environment, environment, anti-corruption, charity etc.

That is why Lego is more powerful on the behavioral scale, as everybody, in all age groups, can (and will be eager to) play with the famous bricks. Lego is also more powerful in terms of sensory experiences, first because the brand is more present in the medias, and their ads play with the sensory aspect of the bricks, and also because the physical aspect of the bricks is analyzed in depth by the player, as building material. READ!!!!!!!!! https://www.tumblr.com/playmobilvslego https://www.slideshare.net/CaitlinKonop/lego-final-audit-book CHATGPT: The brand mantra prism is a strategic framework that encapsulates the essence of a brand. It consists of three key components: Functional Benefits, Emotional Benefits, and Values. Let's apply this prism to LEGO:

1. Functional Benefits:

   • Creativity: LEGO sets are designed to inspire creativity and imagination in users of all ages.
   • Education: LEGO promotes learning through play, helping children develop skills such as problem-solving, spatial awareness, and fine motor skills.
   • Quality: LEGO is known for its high-quality, durable bricks that ensure long-lasting play experiences.

2. Emotional Benefits:

   • Joy: The act of building with LEGO bricks and seeing creations come to life brings a sense of joy and accomplishment.
   • Nostalgia: LEGO has a long history, and many people have fond memories of playing with LEGO sets during their childhood.
   • Bonding: LEGO encourages social interaction and collaboration, fostering a sense of connection among friends and family.

3. Values:

   • Creativity: LEGO values and encourages the creative potential within each individual.
   • Quality: The brand is committed to producing high-quality products that meet safety standards and provide a positive play experience.
   • Fun: LEGO emphasizes the importance of fun and enjoyment in the play experience, ensuring that their products bring happiness to users.

By examining LEGO through the brand mantra prism, you can gain a comprehensive understanding of the brand's identity, including the functional benefits it offers, the emotional benefits it evokes, and the values it upholds. This framework helps guide the development and communication of the brand to maintain a consistent and compelling brand image. TALK ABOUT BRAND POSITIONING AS PART OF BRAND IMAGE/ BRAND MANTRA AKA BRAND VISION SEARCH FOR PROBLEMS RELATED TO BRAND IDENTITY AND BRAND IMAGE AND CATEGORISE THEM Lego is very strong with humoristic messages, using for example famous advert parody. To promote the Lego movie, they produced an entire commercial break with Lego figurines displayed on UK channels.

• Compare performance with key competitors. https://issuu.com/stevenlee258/docs/the_cult_of_lego____________ Main differences from the competitors- “ the difference with the LEGO Group is that is actually seems to mean what it says. By all appearances, the company has indeed put product quality over greater profits, despite all the pressures and temptations it faces. Page 18-19 7-8 Their toy has high quality! Is accessed and designed to meet toy safety standards, but they also meet food safety standards. They’re color- safe and made of durable plastic that can even go in the washing machine The company uses expensive formulations of plastic (this can also be a negative points, for problems section) The LEGO Group stands apart from the competition by any objective standard. It has lasted longer and produced more varieties of its core product. It has remained true to its founding values, while successfully reimagining its products to keep them current. 10 characteristics for LEGO products: • Unlimited play potential • For girls and for boys • Fun for every age • Year-round play • Healthy, quiet play • Long hours of play • Development, imagination, creativity • The more LEGO, the greater the value • Extra sets available • Quality in every detail

https://research-api.cbs.dk/ws/portalfiles/portal/58451106/morten_vang_pedersen.pdf LEGO has its own set of brand values, but more importantly is the customers and consumers view of the company brand. Historically consumers have regarded LEGO's bricks and systems of play highlycxvii, both in the aspect of quality, but also in the aspect of the products’ ability to improve children's skills. The LEGO bricks and different play systems are known to increase creativity, mathematical skillscxviii, and even help autistic children enhance communication skillscxix. This creates a really strong base for the brand, and LEGO has increased the brand's value through continuously branding with its specific set of values. Two companies have been identified as peers, Mattel and Hasbro. These two companies are the biggest in the industry, and are LEGO’s primary competitors in its core markets. Both companies have higher revenues than LEGO, but LEGO has been gaining ground on them through the last several years, making an in-depth benchmarking both interesting and very suitable. Suitable peers should have equal or close to sales growthcxxvii, but no such peers were found in the toy industry, which were also an industry leader. It is possible to use peers from different industries, but this thesis found than an analysis of Mattel and Hasbro, and a subsequent comparison would bring value to the achieved information level, enabling a more profound and precise valuation. Mattel and Hasbro were chosen as peers, as they were found to be the closest match. No competitor matches LEGO’s growth, while also being of a significant size. The kids loved LEGO because it was fun and the parents loved it because it was educational Bill Breen, David Robertson (2013) Brick by Brick:How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry https://www.google.co.uk/books/edition/Brick_by_Brick/U2dzcodtgu8C?hl=en&gbpv=0

• Pain/swallow/ • Premium Pricing LEGO’s products are highly priced. This is primarily due to the quality of the product.The high price could however be a weakness in the long run as new competitors could enter the market with cheaper products. • Clear reposition of lego friends and bricklink (PEOPLE THINK IT’S A TOY BRAND JUST FOR CHILDREN) • The whole industry is very dependent on license rights, as children want toys from the themed worlds they know from television, computer games etc. This is also the case with LEGO, as much of its revenue originates from licensed products, and this dependence puts LEGO side by side with all its competitors scrambling for the next contract for licensing rights. • According to female adult builder , although the brand has been making efforts, it stills more directed to boys than to girls. This reflects that that the brand is more focused on boys—PAGE 31 CULT OF LEGO BOOK

3.2.1.2 Economic Information regarding economic circumstances, in relation to the company, is imperative for management to take the necessary precautions and action. Managers can adjust production if they foresee an increase or decline in sales, thereby regulating inventory and avoiding unnecessary costslxxiv .

Social challenges They often have after school engagements and less unscheduled time where they can play. They are growing up more rapidly, as younger and younger children are taking up technological toys and spending vast time on the internet. Further they outgrow toys faster than prior generations, leading to an age-compression as they enter adolescence earlier and therefore acquire adult-like consumption patterns. The first axis The first axis of development would be on targeting: they should communicate more about their adult range. As well as children, adults could be a good target, as people remain “big fans” of Lego, and of its digital advertising (as a proof, we observed Lego’s success on social networks, and people’s engagement!). For example, the collection “Architect” is not enough promoted. Even Lego fans do not know all the products especially designed for them.

Another targeting advice would be to focus on mixity, we do not think that creating product range only for girls is such a good idea. In fact, the “Friends” range did suffer from criticisms, being accused of sexism. Nowadays the trend is about reducing gender gaps, and Lego is also known for its historical gender equality value!• 10 million adults buy sets for themselves • In march 1978 Kjeld gave a speech where he said “ In consumers minds LEGO shouldn’t be simply a building toy, but a “high-quality tout hay promotes creative and development”. • They’ve adapted a broad range of products for different age groups and their varying needs. • The LEGO Brand should be a symbol of creative and inspiring, quality play material for children of all ages • “In fact they’re our best customers. I’d prefer to call them “enthusiasts”. They’re older children, and they’re adults. They just think it’s still fun and cool to play with LEGO. – Knudstorp PAGE 361 • Younger and older fans never bought LEGO at toy stores or department stores, because the selection there wasn’t good enough. Instead they went to LEGO’s own stores, or bought online, or through mail order. They also held meetings and conferences, formed clubs, chatted on the web, wrote books and most of all emails. PAGE 362 • Knudstorp 2007- Products can be developed in collaboration with customers. We must have faith that collective wisdom is stronger than what the company can ever become alone. • They’ve developed some product ideas aimed at girls such as LEGO princess • “Only the best is good enough” What the founder meant by these words is unclear but in 2006 Ole Kirk said “ Only the best is good enough for consumers, by which I mean children. We got to give children a proper experience with our products. But also the retailers and the employees, For me, the motto means that we need to run an absolutely outstanding operation. Maintain high levels of quality, excellent logistics, and good customer and consumer service. Constantly look for improvement.” PAGE 369 • For Kjeld his grandfather motto, is reminder that no matter what you have done and what you have achieved, you must never stop innovating. Never forget to be creative and innovative. Page 370 • Kjeld “ We are not a toy brand, we are a lifestyle brand, and you can see how all this technological development, and especially the spread of the internet, has created a fantastic group of adult LEGO fans who build the most beautiful things, which also inspire children, and the whole development around play and learning. "

Please give me answers to brand performance

brand performance according to keller brand equity model

please now give me answer for LEGO basing on the research that i gave you

Compare LEGO performance with key competitors.

Summarise the main issues affecting brand performance and briefly explain why these issues are the most impactful determinants of the current brand position (i.e., either flourishing, stagnant, or declining brand value)