LG outperformed Hisense and Samsung to receive the top spots in the Main TV, Hi-Fi/Music system and DVD Player and recorder categories, which Michael Bang, General Marketing Manager for LG Electronics South Africa says is because LG is not simply selling a product, but a unique experience. “We are seen as selling an experience, an emotion and an image to our consumers, which is captured in the essence of our brand – Life’s Good.”
LG’s success as a desirable and iconic brand is contributed to its commitment to being green, providing high definition technology and contributing towards corporate social responsibility.
The LG brand has furthermore been enhanced by appointing local celebrities as green ambassadors, like Matthew and Sonia Booth, ensuring a South African relevance. Associating itself with celebrities and roll-models the South African consumer identifies with brings LG products and its users closer together and ensures that the brand is recognised and trusted.