ABSTRACT
It is important to remember that every brand strategy is developed within a context that impacts brand decisions. This chapter illustrates a story about the revitalization of the Lego brand. The Lego story illustrates the difficulties one high-flying toy manufacturer faced in trying to keep up with the changing tastes of its customers, as well as competitive actions and serious threats brought on by technological change. The 'environment' is a very broad concept, within which one can distinguish between the macroenvironment, the microenvironment, and the internal environment of the brand. Combining environmental concerns political action, the Green Party became a major political force in northwestern Europe, where brands are now much more likely to proclaim their environmental sensitivity. The ecological environment is an issue that became a force in marketing in the late twentieth century. The history of Kodak goes back to 1888, when George Eastman put the first simple camera in the hands of a world of consumers.
