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Alexei V. Matveev,Miwa Y. Merz,Dinara I. Nurgaleeva 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.3
Effective brand management is vital for building the necessary bond between an organization and its consumers. LG Electronics serves as a notable example of a global company that effectively communicates its brand in diverse markets. This study focuses on the remarkable case of LG Electronics’ LCD Monitors and plasma TV screens to highlight critical elements of effective brand management across the different cultural contexts of the United Kingdom and the Russian Federation. The findings reveal that LG Electronics standardizes part of its logo and slogan in both cultures. However, the company uses different communication strategies in the UK and Russia. Specifically, LG uses a differentiated strategy with regard to both the visual and the written components of its high-involvement print advertisements. However, it uses a mixed strategy of standardized visual and differentiated written components in its low-involvement TV advertisements. These differences in LG Electronics’ print and TV advertisement strategies in two diverse cultures augment contemporary brand management research.
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