BRAND ANALYSIS OF LG ELECTRONICS: A CASE STUDY

LG Electronics is a Korean based global brand in the field of consumer electronics, home appliances and mobile communications. The critical analysis in identifying the steps taken by the LG Electronics in the light of the existing literature review helps us to correlate these steps with the enhanced brand image, brand value and brand positioning. Information is collected from various reports i.e., LG Annual reports; International Magazines from the world of Business and Tech-nology; research literatures and other reputable sources. Innovation & design and constant obsolescence of ICT and IT Products (i.e., mobiles in particular), LG have to stick on R&D, design strategies and innovation and creativity for competing in the global market.