To Future Challenges: Lg Brand To Explore The Road
"never stop upgrading your brand
"never stop upgrading your brand. Competitors are always In the rich features their products and services, ready to surprise your brand. whether it is to strengthen the brand, expand the brand's user base, or the brand applied to new product categories, your business should be the leader in this area. "
The father of modern marketing management Philip Kotler this case, it is LG Brand voice and portrayal. And most of the full impulse of enterprises into the international market is different, LG Electronics, after years of distribution, has been in China and other overseas markets firm foothold. In the decade of sword prepared, in 2003, LG Electronics began "brand re-engineering," began its biggest transformation since entering China trip; in 2005, LG Electronics put forward the "Blue Ocean Strategy", the brand transformation Journey further forward.
Today, LG Electronics is experiencing its most beautiful ever changing, 5 years of painstaking efforts are showing positive results. It is foreseeable that by 2010, LG will become more and more the minds of consumers the world's leading brands. Upgrading the Road
Brand
Step in the branding expert Liu dust appears, LG Electronics is a fairly typical enterprise: it has a foreign identity, native has done a good job; it is able to adapt to the Chinese market, is one of the few multinational companies "price war master", has also been left to the consumer, "most foreign brands like China brand" impression. Now, LG Electronics is the world's high-end brand image to the success forward. LG brand of recycling, the international market for Chinese enterprises, clearly have reference.
LG Electronics to China at the beginning, is to China as a global production base for its layout. At that time, as the market's needs, it implemented a "low price entry" of the brand strategy. This popular strategy was very successful between 2002 and 2004, LG Electronics turnover rose from 4 billion U.S. dollars to 10 billion U.S. dollars, average annual growth rate of nearly 60%. United States, "Business Week" in January 2005 even when the judge, "LG Electronics to expand in the global market rate, the product line differentiation, and outstanding leadership team and so on, creating the electronic industry, a major miracle, the world's three-2010 its large electronic enterprises is not difficult. "
, However, entered in 2005, LG Electronics the situation and give up the popular strategy, this year, LG established as China's "high end", with the same time set to 15 billion U.S. dollars of business objectives. Is this year, made the famous "Blue Ocean Strategy" Blue Ocean set off a whirlwind.
Served as LG Electronics (China), President of Sun Jinbang has said that the situation is different in various business development, the strategies adopted in different periods is not the same. "Upon completion of the localization of the industrial layout, the occupation of high-end market, strengthen the brand image of the development strategy is the inevitable choice for the development of our business."
Brands: is the result rather than the target
Evaluation of LG's brand change, Brandinsight Brand Management Limited Partner, the international branding expert Xiao He said: "The market is not static, the brand does not exist in a fixed time." In his view, the brand's meaning, going to continue to adapt the form of changes in the consumer, with the market and business development to increase their own fresh "blood." Therefore, in this basis, to give the brand a completely new look and maintain the brand image is always ahead and live a more sensible choice.
"LG is worth a lot to learn Chinese companies, the successful upgrade of its brand strategy, Chinese enterprises may be the most worthy of study." Liu Buchen said.
"Brand upgrade," "brand recycling," the plan proposed by a number of Chinese enterprises, but look back to view most of
Several brands of Chinese enterprises has not been substantial implementation plan. The cause?
To Future Challenges: Lg Brand To Explore The Road
By: gfgn
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