The Impact of Innovation in LEGO Brand Management on Its Global Identity

This bachelor's thesis examines the impact of innovation on the management of the global brand identity of LEGO across different cultural environments. The aim of the thesis is to identify how LEGO uses various types of innovation to strengthen its global brand identity while adapting its marketing communication to local markets and maintaining a consistent brand identity. The theoretical part is based on academic literature focusing on brand identity, brand management, innovation, and the influence of cultural factors on consumer behaviour. The practical part introduces the LEGO Group, analyses its approach to brand management, and compares its marketing communication in the Czech Republic and the United Arab Emirates. These two culturally distinct countries were deliberately selected to enable a meaningful comparison. The research also includes in-depth interviews with consumers and marketing professionals. The findings indicate that innovation is an important tool for the long-term development of the brand and contributes to strengthening its identity. At the same time, the results confirm that the local adaptation of marketing communication enables the brand to respond effectively to the cultural specifics of individual markets without compromising its core values or its consistent global brand identity.