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Brand Life in Symbols and Artifacts: The LEGO Company

Majken Schultz

Copenhagen Business School

Mary Jo Hatch

University of Virginia

Francesco Ciccolella

Brand Life in Symbols and Artifacts

Branding is an area of management that was born of symbols and artifacts. In most cases artifacts such as logos and names have been designed to symbolize the company in ways that transfer management's intended meanings or desired associations to external stakeholders. But as companies move toward corporate branding, they start to recognize that the brand plays an important symbolic role within the company as well. In this chapter we examine how brands live in the artifacts and symbols of the LEGO Company. By elaborating the corporate-branding model developed ...

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