Key Success Factors and Implications of Rebranding: A Case Study of LG Electronics

Amidst rapidly changing market environments and evolving consumer preferences, firms are increasingly recognizing the necessity of rebranding to secure a competitive advantage. Rebranding is a comprehensive process that involves redefining brand identity and ensuring consistent communication with stakeholders. However, due to limited field accessibility and the complexity of rebranding processes, in-depth case studies on rebranding remain scarce. Accordingly, this study examines the rebranding process of LG Electronics, which re-entered Interbrand’s “Global Top 100 Brands” ranking after approximately 16 years. The findings reveal three key outcomes. First, LG Electronics redefined its mission and vision with a customer-centric orientation while preserving its long-standing brand heritage. Second, the company maintained core elements of brand identity while implementing a flexible visual identity strategy that granted autonomy to global subsidiaries and partners. Third, LG Electronics established a multidimensional execution system through internal branding initiatives. This study provides practical guidelines for firms undertaking rebranding and offers implications for brand management and global marketing strategy.