Brands & Branding and Private Labels Case Study

Global Branding Strategies of LG Electronics

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Abstract:
From being known as a manufacturer of cheap electronic goods, LG Electronics (formerly known as Goldstar) had successfully reincarnated itself as a technological innovator and manufacturer of high quality premium products by 2004. Since the inception of its rebranding initiative in the mid-1990s, LG has consistently built its global brand and is poised to conquer the US market through a massive brand building operation.

Pedagogical Objectives:

To discuss the branding strategies adopted by LG in different countries to transform itself into a manufacturer of premium electronic products.

Keywords : LG Electronics (LG), Global branding of LG, Rebranding of Goldstar, Global branding strategy, Consumer electronic industry, South Korean chaebols, Brands & Branding Case Study, Repositioning, White goods, Brand development, Whirlpool, Samsung