By Kim Yoo-chul
Staff Reporter
LG Group is stepping up efforts to enhance its brand image through simplify its public relations structure in the belief that such a reorganizing process will save time and energy when making decisions.
The group said its public relations department will take charge of brand strategy management and added it has created a ``brand management council,’’ bringing 13 high-ranking brand officials of its key affiliates, including LG Electronics, LG Telecom and LG Chem.
``The body will be transformed into a decision-making unit about the brand management of the group’s key flagship companies,’’ an official from the group said, adding the members will hold a meeting on a quarterly basis.
In accordance with such strategy, the group announced the launch of a new brand identity on the occasion of its 61st anniversary.
The updated brand identity dubbed ``Love’’ and accompanying strategy captures the strength and heritage of the group while elevating it to a more contemporary and sophisticated level.
``The new logo aims to integrate previous images such as familiarity and warmness into the concept,’’ the group official said.
The group’s key affiliates have been making efforts to increase their brand images from mobile phones to flat-screen television sets in a bid to better compete with their global rivals.