LG Electronics Publishes Brand Book 'Bold Optimists, LG Electronics People'

'Life's Good' Global Campaign Initiative
First Brand Book Published Since Establishment

LG Electronics announced on the 25th that it will publish a brand book titled "Bold Optimists, the People of LG Electronics."

The brand book was planned with the purpose of conveying stories that are too valuable to be known only within the company, allowing readers to properly understand and experience LG Electronics.

This is the first time LG Electronics has published a brand book since its founding. A company official explained, "The brand book holds great significance as it is published at the time of actively expanding brand activities on the first anniversary of last year's 'Brand Reinvent' declaration."

LG Electronics' first brand book.
Photo by LG Electronics

Spanning about 200 pages, the book is reorganized into 28 episodes under four themes, including LG Electronics' core brand values (▲ uncompromising customer experience ▲ human-centered innovation ▲ warmth that brings smiles) and brand mission (innovation for a better life). It is composed mainly of real episodes from employees who have worked in various fields, regions, and periods, making it easy to read.

The LG Electronics brand book will be available in both Korean and English as printed books and e-books. Online sales will begin on the 26th, and offline sales will start on the 28th. LG Electronics will donate all royalty proceeds from the brand book sales to social contribution funds.

Kim Hyo-eun, Executive Director of Brand Management at LG Electronics, said, "As the title of the brand book suggests, LG Electronics has persistently challenged and grown based on bold optimism that everyone's life can improve. Through the stories of various people who made the current LG Electronics' leap as a smart life solutions company possible, we aimed to introduce the LG Electronics brand to customers more deeply and uniquely."