UNIVERSIDAD AUTÓNOMA DE NUEVO LEÓN

FACULTAD DE CIENCIAS DE LA COMUNICACIÓN

Licenciatura en Comunicación Estratégica e Innovación Digital

U.A. Inglés aplicado a la comunicación
Maestra: Blanca Elvira De la O Silva

Actividad 3.2 Reporte sobre el branding de un producto seleccionado.

Grupo C91
Alumnos Matrículas
Angela Iratze Guerrero Rodríguez 2127343
Nadia Fernanda Rodríguez Piña 1870896
Iván Rubén Isaac Vega Peralta 1952844
Liza Maricruz Reyna Gonzalez 1727475

Monterrey, Nuevo León a 20 de abril del 2023

As branding we understand the process of building a brand, and all the aspects
involved. And building a brand is much more than choosing a name and designing a
logo, it is creating a complex ecosystem where everything is interconnected.
Branding contains experiences, ideas, sensations, colors, people... a set of elements
that are capable of transmitting the value proposition that makes us succeed with our
company.
And they are mostly intangible elements, which have more to do with emotions and
psychology than with the external part of things. And that is precisely where the
difficulty of creating a brand lies, in being able to reach the hearts of consumers.
A brand is a very complex content within a container that is as simple as possible.
And inside that container will go the personality, the way of speaking, the tone, the
storytelling...
The marketing team plays an important role, as the backbone of all actions, but the
different departments of the company will intervene in branding. From the person in
charge of designing the product to the salesperson who closes the deal with the
client.
All with the aim of creating a "world" where the consumer wants to be, to which they
want to belong. Of course, a world, of course, not suitable for everyone. If not
molded and prepared for the "target" of the brand.
In the end, the great objective of branding will be to position the brand in the minds
of consumers, and to make it popular within the market.
The brand we have chosen to analyze its branding style is the Lego brand, since this
company has been able to perfectly combine colours, designs, the logo and the
marketing strategy to convey emotions related to fun, free time and the family.
This brand represents one of the examples of branding that most attracts children
and adults alike. In addition, it is a very identifiable mark: it is enough to see a small
part of one of the Lego pieces to recognize it.
Everyone always seeks to be part of a group, feel like they belong or connect with
someone else, lego consumers can be part of the group but at the same time
differentiate themselves from the rest. The concept of this specific brand goes hand
in hand with the independence and creativity of each consumer, since they are the
same experiences told in different ways.
Lego has known how to reach each consumer of the product, which is not only for
children but also for adults, the brand creates special moments in each of them,
whether with friends, family or just one person, creating different worlds with your
products.
The advantage of the Lego toy is that each one of the people can use them as they
wish, creating scenarios that only exist in their imagination to recreating emblematic
places from different parts of the world. Just as he decided to take some movie,
series and video game licenses.
In the path of innovation, they have not neglected the essence of the brand, they
have expanded to different market options, such as making a movie and creating a
video game.

LEGO
Founded in 1932 by Ole Kirk Kristiansen, the Lego group manufactures and markets
games in the form of bricks to be assembled.
The brand's head office is located in Billund,
Denmark. The Lego brick is the brand's
flagship product. The Danish brand is present
in more than 130 countries and employs
8,000 people around the world. In 2010, the
Lego brick was voted "the most popular toy of
all time". In 2013, Lego became the world
number two in toys ahead of the American
Hasbro but behind the giant Mattel, in terms
of sales. The vision developed by Lego is "to
encourage children to explore and develop
their creative potential". The brand offers toys
that aim to stimulate children's creativity. Over
the years, the brand has become much more
than a well-known logo, it is now a guarantee of quality and originality.

Brand
Its name in Danish (“leg godt”) means “play well”, a concept that the brand has been
able to represent in all its communications.

In short, Lego branding seeks to invite its audience to explore its potential and make
the most of its creativity.

Logo
The visual identity of a company such as Lego is represented by its logo.

Far from being drawn arbitrarily, the colors and shapes of the Lego logo are
representative of the values ​that this family company wishes to share.

The Lego brand very quickly grasped the importance of adapting its identity and
marketing communication to the little ones. For this, the letters are deliberately
enlarged and rounded to facilitate reading. Children don't like pictures that have too
much written information. With only the word Lego on the logo, kids quickly
recognize their favorite building toy brand.
The values of the Lego company have their source in the history of their founder.
They are thus represented by this logo with the desire to:

● offer Lego products for all ages,

● adapt over the years to the demands of the youngest and the oldest,
● encourage creation and family play with a simplified brick assembly system.

The tilt to the right of the word Lego on the logo suggests that this family business is
moving forward and will remain on the toy shelves for a long time to come.

Colors
Bright colors like the red background and yellow surround draw the eye to the Lego
product. On each box the small square logo stands out from the rest of the
illustration. The thick black outline of the word Lego® in white makes the brand name
stand out from the rest of the logo.

The Lego company has therefore bet on a strong visual identity with bright and
primary colors to appeal to children. In particular, you can find its same colors on
many Lego brick sets.
Innovation processes
Throughout history, Lego has implemented various innovation processes that have
had an effect on its branding strategy. Some of them:
● Transformation of wooden toys to plastic bricks.
● Creation of theme parks and free apps.
● Lego movies release.
● Projects for product customization

Lego is a company that is about to turn 100 years old, therefore, throughout its
history it has had different logos, from the fact that they started making wooden toys
to what we know today about plastic toys or plastic blocks. The first Lego logo was
only black letters, without any background or something more professional, since it
was a family business that was starting, this was used from 1936 in letters or
documents of the business. For the year 1939, a new yellow, brown and black logo
was introduced, which they used for the production of their toys, which already had
the logo printed on them.
In 1950 they began to manufacture plastic toys, among their catalog of were the
famous plastic intertwined building blocks that we know today. Between 1952 and
1953 they used three logos simultaneously, two of them were similar, but not
identical, they had the same font typeface with slight variations and the background
was rectangular with different colors, the third logo only consisted of black sans-serif
letters. The use of these three logos at the same time was confusing for the client,
since it was uncommon.
At the end of 1954 the logo changed a little closer to the current one, with a red oval
background and curved letters with black and white colors, accompanied by two
white dots on the edges and a white line that crossed them. Later in 1960 the logo
changed to a red rectangular background, leaving the same font and eliminating the
white line along with the dots, in order to add the word "system" in cursive and yellow
letters. 1973 was the year in which they began to sell their products in the United
States, this brought with it one of the last changes in the logo, which was very similar
to this one would have slight changes in the typography making it a little fat.
Bibliography

Huss. (2018, 28 febrero). La historia y la evolución del logo de LEGO. La Criatura Creativa.
https://lacriaturacreativa.com/2018/02/28/la-historia-la-evolucion-del-logo-lego/

Castelan, J. (2021, 9 diciembre). Ejemplos de branding: haz que tu marca sea más
memorable que el logo de Nike. crehana. Recuperado 20 de abril de 2023, de
https://www.crehana.com/blog/negocios/ejemplos-de-branding/