April 2010
Intermediate to advanced
288 pages
6h 44m
English
Content preview from The New Korea: An Inside Look at South Korea's Economic Rise
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Chapter 8 • LG’s Rebirth 137
stroke of genius in the renaming. When the company launched the
new brand, it gave no offi cial guidance as to what the “LG” stands
for. Yet the tagline that followed all marketing and advertising litera-
ture was “Life’s Good.” With this move, the company could stay true
to its roots while suggesting to consumers that it stood for a positive,
life- affi rming lifestyle.
The new name stuck hard and fast. And since it was linked to a
complete redesign of most of the company’s products, it could gar-
ner a completely new brand identity. “They ditched all the negative
stereotypes of Asian electronics (cheap, generic, poorly ...
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