Lego is the chosen brand for analysis. Lego bricks were patented in 1958 and can be used to build various structures that can be taken apart and rebuilt. Customers are generally parents buying for their kids, but older collectors also buy Lego. Lego focuses on high quality, durable products produced in compatible sets. They price reasonably and are sold worldwide in stores, online, and at Legoland parks. Lego heavily promotes through their website, magazine, product packaging, and online advertising. Customer satisfaction comes from the good quality, safety, durability and compatibility of Lego bricks that encourages repeat purchases and collections of sets.