Branding (brand elements, brand associations and potential

attributes)
A leading global technology company, LG wants to improve people's lives by utilizing
technology. "Life's Good" is the company's tagline. The company describes itself as a clever
brand that strives to provide clients with unexpected pleasures. The color scheme for the LG
logo consists of three components. A red circle with the letters L and G engraved inside of it
serves as the logo for the company, which also uses the tagline "Life's good." Its guiding
principle is to reach out to humanity. Four concepts are represented by its logo: the planet, the
future, youth, humanity, and technology. The logo also symbolizes LG's connectedness to all of
humanity. The dark shade of red that the company refers to as "the unique LG Red color" is the
color that stands out the most. The main color of the emblem, according to designers from the
Korean company, is meant to evoke a sense of friendliness. Additionally, it emphasizes the
business' commitment to providing the highest quality service. The stylized name of the
business is displayed in white inside the red circle. The characters next to the emblem also use
the LG Grey color. The color is a rather deep shade of grey that closely resembles wet pavement.
The letters "L" and "G" are arranged in a circle at the centre of the logo. The circle has a dot
inside of it. Overall, you get the impression that someone is grinning at you. The company name
appears next to the circle in straightforward, minimalistic type. LG has put a strong and distinct
brand identity at the centre of its branding strategy. The smiling, contented human face at the
centre of the distinctive logo demonstrates its connection to humanity. The LG logo comes in
two variations: the corporate version and the 3D version. On stationary products, Office
templates, awards, badges, and company signs, you can find the company logo. On the other
hand, the 3D logo can be seen on commercials, websites, micro sites, promotional materials,
packaging, retail signage and POPs, shopping bags, and service trucks.

Strategic issues
Highly competitive market

Lg facing the issue of highly competitive market the different brands in this industry are all at a
high level and have many competitive advantages so in order to compete in this industry it
requires Lg to continually keep up to date and it requires a high level of innovation, a successful
market campaigns and reasonable offers.

Technological developments

The majority of innovations that represent a threat to current business models and
technological developments do not originate from rival companies or even from within
traditional industries. The very basis of competition in an industry can be altered by a new
technology that can replace an existing one at a lower cost and with higher quality.
Strategic alliances
Through various partnerships with some of the top businesses in the world, LG Electronics is
advancing technology and spotting business opportunities. By collaborating in numerous
business and technological fields and forming strategic alliances with well-known businesses, LG
Electronics is aiming to surpass all competitors and take the top spot in the world. In the quickly
evolving 21st century business environment, "strategic alliance between corporations," in which
businesses with various infrastructures collaborate, is of utmost importance for advancing the
current and establishing a new industry. Through numerous collaborations with some of the
most prosperous businesses in the world, LG Electronics will make every effort to develop new
goods and services while keeping an open mind.

Positioning
The positioning strategy and brand image of LG have both recently been modified to reflect a
smarter brand with a smarter face. Similar to the products it has introduced to the market, LG's
new image is more technologically sophisticated. Its products are more intelligent and
reasonably priced. In addition to quality, the brand's pricing strategy is a key component of its
marketing plan. In addition to focusing on cutting-edge technology, LG is a futuristic company
that invests in building a strong brand that is committed to the welfare of humanity. LG
produces a wide range of goods, including home appliances, air solutions, mobile
communications, home entertainment, and automobile parts. It is a top manufacturer of
refrigerators, washing machines, flat-screen TVs, and other electronic home appliances. The
brand LG has established itself as intelligent and consumer-friendly. Apart from that, the
emphasis is on dependability, where LG consistently aims to give its client’s high-quality, safe
products. The brand places a strong emphasis on quality. Its branding strategy, "Life's Good,"
has enabled them to provide distinctive value to clients all around the world. It strives to
improve and ensure the safety of people's lives. Brand associations are defined as informational
nodes that are connected to the brand node in memory and hold the meaning of the brand for
the target audience. Three categories—attribute, benefits, and attitudes—were used by the
same author to categories brand associations. Associations may be based on past experiences
with the product, its features, the brand's positioning in marketing materials, pricing details,
packaging, the perception of the typical user image, or information from other sources. Since
associations referring to functions are more abstract than those referring to attributes, they are
easier to access and stay in the consumer's memory for longer. In a fiercely competitive market,
a service's positioning establishes its distinct identity. A valuable position meets the needs of
customers and distinguishes itself from the competition in a way that matters to customers."LG
wants to enrich, facilitate, and improve peoples' lives. Their aim is to make all of their customers
happy. Consumers can perform tasks more quickly and enjoy their experiences more thanks to
"smart technology." Customers anticipate that LG products will feature cutting-edge technology
and perfectly honed hardware and software. Additionally, they anticipate simple yet intelligent
functionality from LG products. (2010 LGE Annual Report) LG has set a very high bar for
innovation; the company wants to outperform its competitors by 30%, which will result in higher
sales and a larger market share. In terms of technology, this puts LG up to 3 years ahead of its
competitors. Innovation thrives most when it foresees or satisfies a need that improves the lives
of people. Lg produce goods that enable consumers to enjoy life more, have more free time, and
accomplish more. Lg achieve this by always being aware of their needs and consistently going
above and beyond their expectations.