Slogans and a ’Cheery Face’: Michael Ahn on Rebranding LG

Patience was the quality that best served LG Electronics during its seemingly rapid transformation from a relatively obscure maker of commodity goods to a premium brand. During a recent Wharton Leadership Lecture Michael Ahn who guided the branding effort for LG Electronics North America before stepping down as the group’s president and CEO last year described how the Korea-based company -- after four decades of marketing low-cost products under the Goldstar name -- successfully went upscale as the re-christened LG brand.

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