Successful repositioning, LG entered the top 100 global brands in 2024

After more than 70 years of establishment and development, LG products have become the top choice of consumers worldwide. Aiming for sustainable development, LG needs to ensure a consistent image.

The rebranding strategy has been implemented, bringing LG back to the top 100 global brands in 2024 after 16 years of “absence”. At the same time, the brand value also increased by 38.7% compared to 2023, estimated at 6.5 billion USD , according to a report by global consulting firm Interbrand.

Comprehensive brand repositioning strategy

LG's rebranding campaign revolves around four key core objectives: Revamping the brand's mission and vision to reflect a customer-centric philosophy, bringing a youthful and fresh spirit to the brand, focusing on internal communications and creating engagement with the younger generation.

In this campaign, LG established a mission called “Innovation for a better life” and a vision to become a “Smart Life Solution Company”.

These two fundamental elements reflect the organization's intrinsic values, putting customers at the center of all innovation and committing to improving the quality of life of users instead of aiming for global domination.

To connect with the younger generation, LG has upgraded its brand identity. Streamlining its direction, LG focuses on three main core values: User-centric innovation, bringing joy and warmth to users, and enhancing customer experience. In addition to the main brand color red, LG has adjusted its logo, adding a dynamic red to match the new vision.

LG adds dynamic red to its brand identity to connect with young users.

Not only focusing on image building, internal communication is also one of the key tasks, ensuring that all employees clearly understand the values that LG conveys. Through the selection of “LG Ambassadors” at each member company, LG has promoted the successful transmission of the new spirit globally.

The internal rebranding effort has attracted the attention of 42,000 LG brand managers, employees and partners in 45 countries worldwide.

Targeting young consumers, LG's technology products are gradually being improved to fit into the modern lifestyle of users such as XBOOM, StanbyME, Tiiun speakers... Price barriers are also being removed through equipment rental.

LG creates touch points to enhance connection with users like Another Saigon by LG.

To help young people easily access high-end technology products, LG has built many "touch points" specifically for Gen Z such as collaborating with KOLs loved by this generation, communicating on many new platforms, building unique product experience spaces such as Ground220, Another Saigon by LG...

Rebranding: Paving the way for future direction

LG's rebranding not only aims to build the image of a modern corporation, suitable for the young generation and new consumer trends, but also clearly reflects the message "Life's Good" that LG is pursuing. These efforts have quickly received a response from young people, helping LG enter the top 10 companies that young people want to work for, according to Incruit's annual research.

LG ambassadors contribute to spreading the brand's new image around the world .

In the future, LG will continue to develop with the vision of "Smart Life Solutions", bringing many products integrated with "Empathetic Artificial Intelligence", meeting the diverse needs in the lives of modern users.

This rebranding strategy has helped LG strengthen its position in the global technology sector, affirm its leading position in the market and strive for sustainable development after more than 7 decades.

Source: https://znews.vn/tai-dinh-vi-thanh-cong-lg-ghi-danh-top-100-thuong-hieu-toan-cau-2024-post1540563.html