LEGO
During my stay in Europe, I had a
chance visit LEGOLAND at Billund, Denmark. During my visit I was surprise that the
brand was quite successful. At first, I thought the category extension to do
the theme park is bit too far from the brand itself, plus LEGO does not have
characters to compete with big players such as Disney or Universal. Thus, I
always thought that this might not be a good idea for LEGO to extend its brand.
However, I was proofed to be wrong. As, when I visited the theme park, it was
crowded. Moreover, by having a theme park on its own, LEGO create more brand
awareness among customers. In addition, the expansion of them parks to many
regions across the globe is also a great way to market the LEGO brand and
boosting the sale of LEGO toys.
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