Business Commons^™

Lig손해보험의 새로운 기업브랜드 전략을 통한 기업이미지 재정립, Kwang Ho Ahn, Chang Jo Yoo, Dong Hoon Kim

Asia Marketing Journal

After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as ``a partner for sharing precious moments of life``, intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand`s value to be delivered to the customers. Third, …