Unlike Samsung which catapulted into a global leader in the mobile phone industry, LG experienced the hardship in getting into the mobile phone business, lacking a brand positioning. And yet, LG succeeded in building its premium brand power as well. For instance, it targeted its high-end handsets as means to create fashion by forging partnership with fashion brands including Prada. LG led the market trend by promptly launching its technology-laden handsets such as the camera phone and MP3 phone in the U.S. market.
Note: A part of case analysis on LG is shared due to the proprietary nature of the content.
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