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LG Electronics initiated a new brand project to accelerate its premium brand image. LG's goal was to refine it's brand communication structure to more effectively express LG's brand vision, "Life's Good," through a candid analysis of the company's position in the market. These efforts led to the creation of LGness, a new communication framework that the manufacturer wants to implement as a new standard for its stores . The "LG Shop Identity Guidelines 3.0" is a summation of these standards, LG's way of sharing its new LGness-based brand values and strategic goals with its retail outlets.