LG Electronics – last year's strongest brand

Every year, one company has the chance to demonstrate its brand strength and presence in the course of the Red Dot Award: Communication Design. The “Red Dot: Brand of the Year” convinced the Red Dot jury with innovative design solutions and a large number of entries. Honoured is design quality and decisiveness in brand management – regardless whether placed on the expertise of external agencies or on the company’s own award-winning communications. In 2015, the South Korean company LG Electronics has managed to win through as the strongest brand in the competition.

LG – Life is Good

“At LG, we believe that technological innovation is the key to success in the marketplace.” Anyone who has examined the corporate philosophy of LG has quickly come across this sentence. And success in the marketplace is something that the company for products from nearly all fields of consumer electronics and white goods knows a lot about. Initially founded under the name Gold Star in 1958, as a subsidiary of Lucky Chemical Industrial Co., LG has always pursued the goal of providing people with a happier  and better life. Thus, a commitment to “Life’s Good”, its corporate slogan since the name change to LG in 1995, has been a key component of this identity from the start. How does the company live up to that promise? With innovative products, the latest digital solutions and an immense technological know-how.

LG’s image rests on four pillars: its values, the brand promise, the advantages and individuality. Inherently based on a humanist philosophy, LG relies primarily on building a relationship of trust with its customers. “Creating Values for Customers” means to innovate on a continual basis in order to provide the best possible value for each individual buyer. Given the company’s commitment to complete customer satisfaction, buyers proudly identify with the product and the brand behind it. Customers who opt for LG know that they have made a conscious and intelligent purchase decision. The group’s logo, which represents the face of the future, helps to reinforce that confidence. The letters L and G, encapsulated in a circle, symbolise the world, future, youth, humanity and technology.

The soundness of this business and marketing approach is reflected in LG’s annual turnover of billions of dollars, and on the customer side e.g. in the company’s several million Facebook followers worldwide. Moreover, LG can boast no less than 13 awards in the Red Dot Award: Communication Design 2015 in addition to the honorary title “Red Dot: Brand of the Year”. In 2015, LG has distinguished itself from  the competition with innovative designs for communication solutions that find application worldwide –  thereby establishing itself as the most successful brand.

The participation period for the Red Dot Award: Communication Design 2016 is fixed. From 29 February on, the creative competition once again is in search for the worldwide best advertising campaigns and communication projects.

Participation periods:

Early Bird: 29 February 2016 to 5 April 2016
Regular: 6 April 2016 to 12 May 2016
Latecomer: 13 May 2016 to 10 June 2016

» More information on the Red Dot Award: Communication Design 2016