LG Electronics, SA`s most recognised consumer electronics company, has announced a global brand repositioning with the announcement of its new slogan, Life`s Good.
LG Electronics South Africa`s General Manager of Marketing John Shaw says: "Our strategy has been accurate right from the start. We set about an aggressive marketing campaign as soon as we entered and brand awareness climbed impressively every year. With that, revenue climbed as well and we are now market leaders in a number of categories." Impressive sales numbers have seen increased turnover from R300 million in 1997 to R2 billion in 2003.
"The move to the Life`s Good positioning heralds a new phase in LG Electronics, both internationally and locally. While our brand has reached the number one position in SA, we are now focusing on converting this high awareness to loyalty so that people become faithful to the LG brand."
Locally, LG has become synonymous with cutting-edge, first-to-market products. "You could say that our credentials have been well established and it is time to elevate the LG brand to a lifestyle enabler."
"The timing is now right for LG to adopt the new slogan of `Life`s Good`, a promise of everything our products will deliver for our customers. The new positioning is currently being launched through a comprehensive marketing mix including traditional mass media channels and public relations but the cornerstone of the launch is a Life`s Good Dealer Convention being held in major centres during March. We want to ensure our retail partners understand the new positioning because they are our direct link to our customers."
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