LG 2008 Annual Report Download - page 35

In 2008, LG rea ffirm ed its mission of providing stylish designs and sm art technologies in products that satisfy consum ers’
needs. This refle c ts th e c o m p a n y ’s long-standing and consum er-oriented approach, which has resulte d in advanced and
intuitive products in every sales category. LG is now poised to advance its brand value even further. The com pany is working
on establishing a single, easily-identifiable brand that will differentiate itself from other global electro n ics entities as being
more refre sh ing, modern, and stylish. LG’s global branding activities and cam paigns are designed to re inforce this mission.
For exam ple, the com pany has form ed the partnership with Form ula 1™ and the International Cricket Council. These steps
will guarantee the success of its key initiatives, while highlighting and enhancing the profiles of both organizations. Similar
partnerships in the future will play a key ro le in the com pany’s activities to elevate its brand position.
FORM ULA 1™ GLOBAL PARTNERSHIP
In January 2009, LG Electron ics becam e A Global Partner of Form ula 1™ and A Technology Partner of Form ula 1™ in a multi-
year deal with the most popular motor racing series in the world. LG has found a partner in Form ula One™ that reflects the
technologically driven and em otionally pow erful interaction that happens betw een consum ers and consum er electro n ics today.
Form ula One™ represents the peak of technological innovation and style, which is also a key vision of the LG Electron ics brand.
LG strives to develop stylish technology that excites hum an em otion around the world and Form ula One™ does the sam e, with
millions of fans tuning in to watch the 17 races in 2009. LG and Form ula One™ are both tru ly global brands and for LG, Form ula
One™ is the perfect platform for com m unicating the brand to a global audience. As part of the top level association betw een LG
and Form ula One™ , LG acquire s exclusive designations and marketing rights as the official Consum er Electro n ics, Mobile Phone
and Data Processor of Form ula 1™ . As the Official Data Processor of Form ula 1™ , LG is identified and credited on the official
live timing service at Form ula One™ events and in the associated timing and data TV graphics. They also enjoy a com prehensive
package of prem ium marketing rights worldw ide in association with the Form ula 1™ brand, allow ing markets to activate the
sponsorship on a local level in both race and non race countries.
INTERNATIONAL CRICKET COUNCIL (ICC) GLOBAL PARTNERSHIP
Cricket is the most popular sport in the UK, Australia, India, South Africa, and many other Commonwealth countries. Many
people enjoy playing cricket, reg ard less of race, age, or social class. In 2002, LG inked an agreem ent with the International
Cricket Council (ICC) to becom e the official sponsor of the world cricket cham pionships. Last year, the com pany re new ed this
partnership for seven more years, until 2015. The relationship will play to an audience of 6.7 billion cricket fans through a variety
of events and activities. The Cricket World Cup, which is held every four years, is the prem ier cricket tournam ent in the world,
and LG’s activities are an effective way to endear itself with the gam e’s aficionados. In addition, the com pany sponsors various
other cham pionships organized by the ICC. LG will always be in the thick of the excitem ent of the cricket ground, sharing the
passion and joy of the people and carrying out its responsibilities as a good corporate citizen.
SPONSORING THE PURSUIT
OF EXCELLENCE
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Trackside exhibition in F1™ ra ce M a rsh a ll lights in F1™ race ICC Cricket World Cup LG Snow board FIS World Cup Fulham FC Football Club