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Now, how does a brand, which hit bigtime in the television set business with an emphasis on 'eyecare' make a musical proposition? Is brand equity transferable so easily from video to audio? First of all, LG's defenders will say, this Korean brand is really a be-all chaebol brand: even for diapers and soap, let alone all manner of consumer electronics. This is a fair argument. Brand managers in Seoul or wherever did not set out to make 'eyecare' the focus of LG's appeal. What happened with the brand in India, under Lowe's care at the time (late 1990s), is entirely a matter of regional market dynamics. Still, it's a little baffling why LG, given its record of TV market success, should ignore the vast repertoire of Indian music that actually sells on romancing the eyes---a theme that never goes out of fashion in this market. And it is, as the brand has already found, a peculiarly emotion-sensitive market too---even if it doesn't quite appear to be at all times. Even the most celebratory of film soundtracks, even with the most spunky of young voices, sell at least partly on account of the path they trace to listener heartspace.
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