When LG entered the American market in 2004, it first built success through cooperation with carriers like Verizon and AT&T. Since then, LG has begun to build its own strong brand, and is seen more and more as a top-tier electronics company. LG’s brand perception has evolved significantly in the past few years; back in 2005, LG was known as “young and cheerful”, whereas “today, consumers view LG as innovative, stylish, reliable and trustworthy” says Michael Ahn, CEO of LG electronics North America.

To enhance its brand image, LG recently launched its largest ad campaign in the US, consisting of two distinct campaigns. The new LG Xenon phone, targeting social-networking Generation Y’ers, will be comprised of a TV, print, and online campaign featuring TV series stars such as Hayden Panettiere from “Heroes’ as well as a segment in Justin Timberlake’s MTV series “The Phone”. The second big campaign focuses on the Rumor2 phone, targeting stylish teens and young adults. The campaign will feature supermodel and Project Runway host Heidi Klum to help design custom backplates for the LG phone. Ehtisham Rabbani, the brand’s VP of product strategy and marketing, says, “The big difference for us going forward is you’ll see a greater emphasis on using specific models to highlight the brand as a whole. The idea is how can you best help the consumer express themselves? That’s the evolution of where we’re heading.”

It is obvious that LG has clearly identified their target market, and their brand communication activities are suited to them. These phones are not Wall Street business man phones—they are portals for the younger generation to interact with each other and express themselves. All things considered, it looks like LG’s new advertising campaign should successfully build their brand in the eyes of their target market and enhance their brand equity.