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LG goes for global rebranding exercise

20-September-2004
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LG goes for global rebranding exercise

Simplicity seems to be the latest catch phrase for consumer electronics companies. While Philips has dumped its decade old motto ‘Lets Make Things Better’ for a new positioning of ‘Sense & Simplicity’, LG Electronics has also switched to a new tagline. While the earlier corporate tagline was ‘Expand Your Life’, the new one simply says ‘Life’s Good.’

The global rebranding exercise is aimed at going a step ahead and strengthening the emotional connect with the consumer. Explaining the change, LG marketing head Salil Kapoor said, ‘‘The new tagline has a greater emotional connect. With ‘Expand Your Life’ the focus was on expanding horizons through newer products, so the emotional connect was not so strong. It was more solutions-driven with a direct connect to the category. ‘Life’s Good’ (implying that life has become good, post-purchase of LG products) is simpler and also has more zing.’’

The change took place globally around April this year. In the Indian market, while the new tagline has begun to appear on all the company’s new branding-related activity, it will gradually become the mother statement for all future creatives and communication. The company may even run a specific corporate brand campaign early next year.

LG Electronics India, the wholly-owned subsidiary of LG Electronics, South Korea, was set up in 1997. LG, which ended calendar year 2003 with a turnover of Rs 4,500 crore, is targeting Rs 7,000 crore this year. It has set itself an ambitious target of becoming a Rs 15,000 crore company by 2007. Last year appliances accounted for 40 per cent of overall turnover and consumer electronics 37 per cent.

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