Product details

From being known as a manufacturer of cheap electronic goods by 2004, LG Electronics (formerly known as Goldstar) had successfully reincarnated itself as a technological innovator and manufacturer of high quality premium products. Since the inception of its rebranding initiative in the mid-1990s, LG has consistently built its global brand and is poised to conquer the US market through a massive brand building operation. This case highlights the branding strategies adopted by LG in different countries to transform itself into a manufacturer of premium electronic products. A structured assignment ''304-452-4'' is available to accompany this case.