Joseph Lajos

INSEAD PHD' 09Jun
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.

Published 15 Apr 2016

Reference 5463

Topic Marketing

Region North America

View case
The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image.

Published 29 Nov 2007

Reference 5488

Topic Marketing

Industry Consumer Goods Market Research Marketing and Advertising

Region North America

View case
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.

Published 07 Jan 2007

Reference 5463

Topic Marketing

Industry Consumer Goods

Region North America

View case
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.

Published 07 Jan 2007

Reference 5463

Topic Marketing

Industry Consumer Goods

Region North America

View case