LG Enhancing Brand Image

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Summary

LG Group is trying to enhance its brand name by making simpler its public relations structure so as to save time and energy. The group’s public relations department will be responsible for brand strategy management and it create a “brand management council” including LG Electronics, LGT, and LG Chem.

The body will be altered to a decision-making unit and the group began a new brand identity on its 61st anniversary and it implies “love” and the strength and heritage. Moreover, it also keeps a existing images of familiarity and sophisticated level.

Finally, its main affiliates are still making efforts to improve their brand images from all over its merchandise to win the competition with the foreign firms.

Opinion

LG is the one of the biggest group in Korea but it separated into several Group, LG, GS, and LS to concentrate on Electronic, Chemistry, and Telecom Industry. And especially it led Korean economic development in part of Electronic and Chemistry. Therefore it represented Korean recent development.

It now wants to leap to the outstanding global company and its goal sales figure is 10 billion won this year. So it wants to change the brand image more valuable. In fact, the most Koreans consider the brand as worthless but to compete with the foreign company a polished brand is necessary. Its strategy is very proper because it first tried to change the image and keep the previous one. The changed image can capture the overseas market considerably and this image can make LG safer because the perseverance of the reinforcement of previous brand can keep original customer by integrating the old one.

In conclusion, LG Group will be placed on the first or second firm in Korea as well as expanding overseas. Lasting increases in the brand value make it the main global firm and it can deserve those. Despite of a long history, it attempts to renovate continously so that it is the only existing one group in the main Korean grorp for 60 years. Its this mind can make it more valuable so its tomorrow will be better than its today and yesterday.

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