Oct
03
LG Boosts Premium Line With Biggest U.S. Marketing Effort Yet
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Advertising Age Player
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LG is giving the star treatment to its new high-end LG Signature brand. The Korean electronics brand, which maintains a U.S. headquarters in Englewood Cliffs, N.J., is promoting the line with a series of marketing events, digital episodes and print and TV ads. First introduced earlier this year and now available to consumers, the Signature line, which includes a TV, refrigerator, washer and air purifier, is priced between 10% and 40% higher than the brand’s mass products.
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