Premium brand image defines future for LG Electronics

The importance of brand differentiation based on quality, design and technological innovation was a key topic at the sixth LG Electronics PR Forum held in Beirut.

Titled 'Shaping the Future of Excellence', the two-day meet discussed strategy and best practice and explored the importance of PR to brand building. More than 45 delegates from LG's regional headquarters, Seoul head office, and Middle East and Africa PR agencies attended the forum. Markets represented included the UAE, Saudi Arabia, Egypt, Jordan, Lebanon, Morocco, Tunisia, Algeria, Turkey, Kenya, Nigeria, South Africa, Iran and Pakistan.

LG's new global management strategy, Blue Ocean, aims to establish LG as a top-three consumer electronics company by 2010, doubling sales volumes, profits and shareholder benefits.

Flagship or 'Blue Ocean' products that demonstrate market leadership, high sales and profit performance will accelerate brand growth, and LG hopes that 30 per cent of sales and 50 per cent of profits will come from Blue Ocean products by 2010.

"Well planned communication and PR campaigns play a critical role in achieving ambitious business goals and establishing LG as a premium brand," said K.W Kim, President, LG Electronics Middle East and Africa. "As we move away from conventional business practices, Blue Ocean demands that we deliver a genuine point of difference for LG products. PR will bring the new strategy to life in multiple cultures and markets."

Kim added:

"The sixth LG PR Forum in the Middle East and Africa has helped strengthen systems and share valuable new thinking."

The forum received presentations on word of mouth marketing, e-PR, and photography. LG also invited representatives of leading print and TV media to share important industry perspectives. An issues and crisis management workshop was held on the last day of the forum.