LG launches worldwide brand management strategy

The company will work closely with its global networks to present the brand campaign direction for each subsidiary besides sharing and benchmarking marketing successes to improve global brand campaigns. LG has also set up a management system, LGePR, to manage its global brand campaigns in real time and has rolled out an integrated Brand Communications Guideline and slogan, Life's Good.

"We aim to be among the top three consumer electronics manufactures in the world," said K H Kim, President, LG Electronics Middle East and Africa Operations. "Our global public relations mission is to empower the LG brand; we will implement strategies to increase brand recognition and position LG Electronics as a digital convergence leader. LG is a responsible corporate citizen and we will continue to undertake activities that promote sustained exchanges with regional communities."

To maintain consistency in its marketing activities, LG will provide a 'single voice' in all its advertising, publicity and events in any region around the world. A brand committee of high-ranking LG officials has been formed to formulate strategies and monitor global brand marketing activities.

The company also held its global Brand Communications Forum in Seoul, South Korea from November 22-23, 2004 to share brand strategies and launch its Brand Communications Guideline. Around 180 marketing and PR staff and agency personnel from 39 countries around the world attended the forum where awards were given away in PR, event and advertising categories. LG Electronics Russia won grand prizes in all three divisions.

Kim Young-soo, Executive Vice President for LG Electronics' Corporate Communications Team said, "We will launch integrated marketing exercises that combine advertising, events and PR and conduct brand campaigns relevant to individual markets. We will also facilitate competition among global networks in different countries to upgrade our brand marketing campaigns."