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Brands & Branding and Private Labels Case Study

Case Title:

Global Branding Strategies of LG Electronics

Publication Year : 2004

Authors: Devangana Sisodia, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products

Region:South Korea

Case Code: BBP0033

Teaching Note: Available

Structured Assignment: Available

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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


  • Introduction
  • The journey from Goldstar LG
  • Establishing the LG brand
  • Global vision with a regional focus

  • The journey ahead
  • From Employee to CEO...
  • Global Strategies of Whirlpool and Samsung Electronics
  • LG’s History

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