Title: Reinventing the LG brand: a manifesto for corporate brand management

Authors: Bilal Mustafa Khan

Addresses: Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh, Uttar Pradesh, India

Abstract: The main reason for undertaking this research is to understand the process of changing and managing corporate brand at LG and to identify key reasons for its successful makeover as a global leader in digital technology. The development of the case may provide useful insight to corporations aiming to become global leaders in their field. The paper provides empirical insights about how corporate identity change is brought about during an identity makeover. It suggests corporate identity is affected by the company history, its mission, its philosophy, core values and its culture, which in turn determine the brand platform and positioning. Asian brands, except those from Japan, typically have negative associations. LG|s transformation in face of such negative association and its corporate brand management practices can be a reference point for organisations aiming to acquire a trans-border orientation.

Keywords: brand management; corporate branding; corporate identity; Asian; LG Electronics Inc; identity makeover; corporate mission; corporate philosophy; core values; corporate culture.

DOI: 10.1504/JIBED.2011.038030

Journal for International Business and Entrepreneurship Development, 2011 Vol.5 No.3, pp.199 - 231

Published online: 28 Feb 2015 *

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