LG Electronics repositioning brand in India

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Mumbai, Apr 22 : South Korea-based LG Electronics is globally repositioning the LG brand identity and so is its local unit, LG Electronics India, with the theme of `Harmony of smart technology in stylish design to fit into’ in India.

In order to adopt the global brand repositioning strategy, LG Electronics India is charting out three major corporate and marketing initiatives for the Indian market too this fiscal.

V Ramachandran, director - marketing, LG Electronics India told FE, “This fiscal, we will invest Rs 380 crore in repositioning the LG brand in India.”

According to Ramachandran, “To start with, we plan to upgrade 100 brand shops with new retail brand identities of LG in India by mid-next year in order to reflect new identities to give a premium shopping experience to its customers.

Secondly, there will be communication reflecting brand identity and flagship products at brand shops, which is consistent to LG’s new brand identity.

And, finally, there will be a consistent product roadmap in delivering the new brand identity. This is to make sure that execution translates into communication.”

Prior to LG Electronics India planning to reposition its brand identity, the company has finally dropped actor Abhishek Bachchan as LG’s brand ambassador in February 2008.

As for the rationale behind the move, Ramachandan explained, “Soon after Jr Bachchan became the brand ambassador of Motorola, he was not fully accessible to us across categories, wherein we invested the most in communication, which is in mobile phones, LCDs, and laptops. We wanted to rejig the brand positioning in sync with the global trend, so we thought of having a personality, which would value future directions of the LG brand.”