LG Electronics said Monday that it would bolster its “G Project” marketing to promote a premium brand image and take back market leadership.

LG started the project last year, labeling its then-flagship smartphone “Optimus G,” followed by “Optimus G Pro.”

Officially started in February under three themes ― “great” for great capacity and efficiency, “genius” for smart functionality, and “good design” ― the project now dons additional themes.

Products that create a new “generation,” higher-than-expected “grade” and fit in a new “genre” will be given the G mark, the firm explained.

“The G products are ones that are made with LG’s best technology to provide differentiated values for customers,” the company said in a press release.

Quarterly sales of LG’s smartphones reportedly surpassed 10 million since the release of the Optimus G last year, and the mobile business, which had been battered by the company’s delayed response to the smartphone era, is now said to be getting back on track.

LG also said it is expanding its G label product line to include items such as TVs and printers.

Some G-labeled home appliances include the Lightwave Dios oven with near-field communication support and the Son Yeon-jae Special G air conditioning system, named after the Olympic rhythmic gymnast.

Newly listed G products include 55- and 65-inch Ultra HD TVs, the latest G2 smartphone that has been well received in the market, and Pocket Photo, a portable mobile photo printer.

A so-called G Project committee consisting of executives from each business division will judge every month what receives the certification, an LG official said.

By Kim Young-won  (wone0102@heraldcorp.com)