I write with reference to your article on LG Electronics (MW March 28).
Initially, I was dismayed by the cynical and overtly negative slant taken on the announcement that LG Electronics is launching a new brand. The line on your cover: “200m facelift. Lucky GoldStar to become LG – so what?” was quickly followed by scathing criticism of the new name in your Leader.
But as I read the article I became more surprised by the complete lack of understanding of both LG and the launch.
One of the key reasons for bringing our products under the LG brand name is so that they can benefit from the many activities of the corporate LG. Surely you can’t have failed to notice the recent TV and national newspaper coverage of LG’s massive investment in Wales? I think it makes sense to want the 1.7bn spent to have some effect on the products we manufacture. Don’t you?
The article has also missed the point about the LG face logo. This is a striking image, but you dismissed it as a small part of our TV ad. It will actually be featured not only across all our marketing and products in the UK, but the entire world. Wherever LG appears, its logo will appear too.
You have failed to mention its importance in developing a recognisable brand. I have to point out that it is the consumer that we are targeting with this dynamic image and not your so-called “analysts”.
There is also a suggestion that LG is not a world-class company because it does not make quality products. We currently lead the field in CD-Rom drives and have long had an excellent reputation for quality and innovation in all area of technology. Perhaps I should send you some of the superb comments that we receive on a regular basis from established and well respected observers of consumer electronics products. Forthcoming products such as a digital camera and a handheld PC will further help to establish this reputation.