LG announces multinational intentions

Electronics manufacturer LG has announced plans to target international markets in an effort to become a truly multinational brand.

The organisation states that it hopes to promote itself as offering a “unique combination of advanced technology and stylish design”.

In this way, LG aims to distinguish itself from its counterparts within the electronics industry.

Chief executive officer Yong Nam says: “LG aims to become the best corporate brand with top-notch marketing capabilities in each of the 140 countries where we currently operate.”

This is coupled with a desire to make it “unimportant” to consumers where the company’s headquarters are located, he adds.

In April, LG brought its marketing campaign for the new Scarlet series of televisions to Europe.

Promotion of the brand has centred on a fictitious show, Scarlet, which has served as a metaphor for the new “series” of televisions from the company.

Television director David Nutter was appointed to oversee the campaign, which also saw mock trailers produced for the supposed new show.