The main reason for undertaking this research is to understand the process of changing and managing corporate brand at LG and to identify key reasons for its successful makeover as a global leader in digital technology. The development of the case may provide useful insight to corporations aiming to become global leaders in their field. The paper provides empirical insights about how corporate identity change is brought about during an identity makeover. It suggests corporate identity is affected by the company history, its mission, its philosophy, core values and its culture, which in turn determine the brand platform and positioning. Asian brands, except those from Japan, typically have negative associations. LG's transformation in face of such negative association and its corporate brand management practices can be a reference point for organisations aiming to acquire a trans-border orientation.

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