S.No. 1 Introduction


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Research Methodology Analysis & Findings Conclusions & recommendations References

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Brand Identity in the words of Aaker is explained as “Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain”.

Brand Identity is simply, what the organization wants its customers to perceive as the image of the brand.

Brand identity is a bundle of mental and functional associations with the brand. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. These associations can include signature tune, trademark colors, logo, tagline, etc.

Brand identity is the total proposal/promise that an organization makes to consumers. The brand can be perceived as a product, a personality, a

set of values, and a position it occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual. It is a way of externally expressing a brand to the world.

To create brand identity, various branding elements are used such as logo, taglines, name, color, etc. Further, it can be said that all the concepts are related. It can be understood with the help of the following flow chart.


• Research Design The research design adopted for the study is exploratory research design wherein the factors used in defining the brand identity are defined.

• Technique Used The technique used to collect the data was the personal interview method in which Mr. , was interviewed about the elements used by LG in stating brand identity. In this technique, telephonic interview was done in order to collect information.

• Source of Data The report comprises of both types of data i.e. primary & secondary. Primary data was collected by means of personal interview. And,

secondary data was derived from the details given in the published website of the company & other sources on the internet.


In terms of the prism given by Kapferer, LG is characterized as: 1. Physique – Whenever one thinks of LG, the first thing that strikes the mind is electronics. The other thing which reminds of the brand is its tagline – “Life is good”.

2. Personality – LG represents the following personality traits: comfort, dynamic, genuine, etc.

3. Relationship – The relation that LG enjoys with its customers is

quite long. Now people identify LG as a user friendly, innovative & affordable brand. It believes in maintaining that relationship & therefore, delivers good after sales services.

4. Culture – The organization strives for innovation, approachability &

youthfulness. It always comes up with products that are somewhat different from others & at the same time easy to use.

5. Reflection – LG’s ideas & intentions are quite clear from its tagline

itself that says Life is Good. The phrase very well explains that LG believes in delivering their best so as to ensure comfort to their customers.

6. Self Image – It clearly states that if you possess a LG electronic

then, your life is much simpler & relaxing.

The dimensions of Brand Identity given by Aaker, defines LG as follows: 1. As a product
a. Variety of products offered – Its product range includes mobile

handsets, Air conditioners, Refrigerators, LCD Television, LED Television, Music players, so on & so forth.

b. Country of origin – LG is basically a Korean Company &

therefore, was bound to deliver best of the technology at affordable prices.

2. As an organization
a. Innovation – It believes in change & innovation. It has always

come up with different products to delight its customers. For instance, it was the first Korean company to launch radio, black & white TV & above all, LG was the first company that came up with 60 inch plasma TV.

b. Local Vs. Global – It is a global organization which feels proud to

establish itself all around the globe.

3. As a person
a. Genuine – LG can be characterized as genuine because it

doesnot pretend to be something extra ordinary. It shows whatever it possesses.

b. Comfort – LG ensures that its customers live a comfortable life

by providing them with features that are user friendly & easy to use.

c. Dynamic – LG is dynamic because it keep changes itself with the

changing requirements & needs of the customers.
d. Reliable – It sustains its reliability by providing world class

products & after sale serviced.

4. As a symbol a. Logo – The stylized image of a smiling face is meant to convey company friendliness and approachability. That the portrait is oneeyed conveys LG’s profile as goal-oriented, focused, and confident. The circle represents the globe, symbolizing the world and all of humanity, as well as youth and the future.

b. Shape - The upper-right corner of the LG logo, intentionally left blank, makes the design distinctly asymmetric—a nod to LG’s creativity and adaptability to change.

c. Color - LG Red, the main color, symbolizes friendliness, and is also meant to convey LG’s commitment to delivering the best. LG Gray represents technology and reliability.


1. Therefore, it can be concluded by saying that LG ensures that it provides the best quality products to its customers at affordable prices.

2. It takes into consideration all branding elements to create the appropriate brand identity.

3. The only thing it lacks in is the advertisement part. All of its competitive brands go in for aggressive advertisement whereas in case of LG, the commercials are very limited but rare among all.


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Interviewed Mr. Strategic Brand Management by Kapferer

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