According to Lara O’ Reilly (August 2nd 2013 The Market Week published),LG rolls out new positioning to add ‘warmth’ to the brand LG is trying to bring the brand a “warmth” by rolling out new positioning of “It is all possible” through global market campaign. The new position indicates the concept of an unlimited lifestyle.

Undoubtedly, this new positioning can bring vigor to the brand and draw consumers’ attention. Since the development of people’s life quality recent years, people are more desirable to live enjoyable and relaxing life. This time, LG focuses more on advertising rather than high-tech. To illustrate, LG can communicate better and delivering the idea of getting life better. Meanwhile, a series of relative product delivering the same concept are coming out soon at the same time. Such as the high-tech television (with key partner-B Sky B) and the flagship smartphone G2. Thus this more human-level product can be convincible and close to life. In this case, LG can increase its market share as well as provide a better quality life for consumers.

As far as I am concerned, LG takes a good action this time to maintain its value proposition. Using As for positioning perceptions, LG does a good job to occupy “the top of the ladder” to deliver the concept of the brand. With respect to the points of different, LG creates its identification to get in to consumers’ minds.. LG seize this opportunity to drive the brand to success.