Korean Job Discussion Forums

[just because]

I've noticed the last couple of weeks that LG is undergoing a name change.
It is now GS...

I've seen the home shopping channel change its name and now LG25 is now GS25.

What is the reason for this???

Is it company wide or just certain divisions????

just curious.

[dogbert]

Basically, the LG conglomerate was run by two families. For various reasons, they decided last year to split up the LG affiliates among themselves, with one family retaining the LG mark and the other coining the GS mark.

[simone]

This is really interesting.

From a Branding perspective, I would guess that they want to create a "pure" LG tech brand, which would be better (and simpler) for their global expansion plans.

Samsung and LG are very well positioned in the world, now. In terms of tech quality perception, they're more oft-mentioned than Sony here in Montreal at least.

North American public perception:
Samsung = sexy high tech
LG = flatscreens, mobile phones, air conditioners (?!), what else?

I think in order to simplify and clarify their brand "essence" to the (non-Korean) public, they need to define more strictly what they do. Probably spin off the medium-tech into another brand. Clothing? New brands.

Just my guess.

Simone
Just about to go to my last group meeting for my last assignment for my MBA. Done done done.

[/quote]

[dogbert]

Interesting speculation, but my post is accurate.

[Cymro]

This really surprised me as I'd not heard about it. However, that's not the whole story...

The LG group is being split not into two, but into THREE groups: LG, GS and LS.

I'm curious as to what the GS and LS stand for.


LG25 --> GS25 (GS Retail)


LG Caltex --> GS Caltex

LG Neotek --> GS Neotek

LG Home Shopping --> GS Home Shopping



As you see, I've found evidence of the splits, but no suggestion as to what the new letters stand for.

Maybe the L and G still stand for Lucky and Goldstar, but what about the two new Ss? Or are they both the same S?

[just because]

Seems a bit silly to me to be splitting into 3 groups.

LG has been working hard(and been doing a good job) in getting their brand name and image in the minds of people through relentless marketing over the last 5 to 10 years, especially in overseas markets.

It would be a big waste to split into 3 groups.....

From a marketing point of view it seems like a dumb thing to do......but if LG retains that name for their electronics division perhaps the impact will not be so bad.

BTW....

GS = Good Shit

[Blind Willie]

"I'm gonna go and buy some whisky from the GS 25" Just doesnt have the same ring...

[Universalis]

And don't forget... in Korea, changing the name of your company or political party is offered as some sort of symbol of one's sincerity to start anew.

MOst of us would call it an empty gesture, of course... but most Koreans seem buy into it...

Brian

[Hollywoodaction]

It's gonna confuse the Korean consumers. It sure as heck confuses me.

[fidel]

I figure that GS stands for Gold Star, as LG is an abbreviation for Lucky Gold Star.

[dogbert]

Ex-LG Units to Get New Names

Rebrand Frenzy Grips Ex-LG Firms

GS Departs from LG, Builds Own Identity

LG Plans Split to Establish Two Holding Firms

[kangnamdragon]

[peony]

well no one can say that the name isnt corny like their ad slogan for LG, life's good


its just as corny..


good service
great satisfaction

[itaewonguy]

guess they are going back to there old name..
GOLDSTAR

[panthermodern]

I maybe wrong but:

LG = Lucky Goldstar
GS = Goldstar

Thus ...

LS = Lucky Star

They must be old school Madonna fans.