Marketing plan to increase LG’S TV product category premium perception by end consumers :Brand identity and brand elements

Velosa, JorgeLourenço, CarolinaAlves, Joana Teixeira De Melo Almeida2022-05-252022-01-172021-12-17http://hdl.handle.net/10362/138607LG Electronics is the leading brand in the Portuguese TV market, however, the brand’s premium perception among end consumers is not clear. This report develops a theoretical approach on how to leverage LG’s premium perception by advertising and communicating its premium TV lines, the LG OLED TVs.engMarketingIntegrated marketing communicationsBrand identityB2c marketingLgBrand elementsBrand identity prismMarketing plan to increase LG’S TV product category premium perception by end consumers :Brand identity and brand elementsmaster thesis202973999