创立于上世纪30年代的乐高品牌距今已有八十多年的历史。作为一个历史悠久的老品牌,深厚的品牌积淀是不可多得的宝贵财富。然而,同样也正是因为厚重的历史,很多老品牌往往难以摆脱历史的包袱,品牌定位与时代脱节,品牌资产难以获得有效的增长。乐高在发展中也遭遇了同样的问题,为应对网络游戏、电影视频的冲击,盲目进行多元化扩张,品牌核心价值观模糊,企业营业额大幅亏损,甚至面临破产风险。最终,乐高通过有效的广告活动,赋予品牌新的内涵,让其品牌重新释放出新的活力。通过细致的消费者调查,乐高重新调 Founded in the 1930s, the Lego brand has more than eighty years of history. As a long history of the old brand, deep brand accumulation is rare precious wealth. However, precisely because of the heavy history, many old brands are often difficult to get rid of the burden of history, brand positioning and the times out of line, brand equity is difficult to obtain effective growth. Lego also encountered the same problems in its development. In response to the impact of online games and movie and video, Dagon blindly diversified, the core values ​​of the brand were vague, its business turnover plunged, and even faced the risk of bankruptcy. In the end, LEGO through the effective advertising campaign, giving the brand new content, let the brand to re-release of new vitality. Through meticulous consumer surveys, Lego redefined