A surge in brand awareness across the Middle East has seen LG Electronics achieve an average of 50 percent unaided brand recognition in the region, a full two years ahead of its own target, stated a press release.
Figures compiled by Gallup show that LG has an overwhelming grip on unaided brand awareness across the region. “In Jordan, Saudi Arabia, South Africa and Pakistan LG has recognition dominance and is established as a 'power-brand',' said President of LG Electronics Middle East and Africa Operations, MB Shin.
“In these four markets, LG has overtaken the established Japanese brand Sony to become number one, which is a tremendous achievement for brand that's only eight years old,” added Shin.
LG reported Iran and Tunisia had stellar increases in unaided brand awareness in their respective markets, breaking into the power-brand level for the first time. “Morocco and Nigeria both made significant increases in unaided brand awareness in the last 12 months and that continued efforts will see them both break into the competitive-edge level next year and perhaps even reach power-brand status.”
“The only market we have some hard work to do in is Egypt. There are a number of market factors that have affected our ability to break existing brand perceptions and we will address those in 2004,” said the President
Having reached its unaided brand awareness goal two years ahead of target, Shin said a refocus was required to reach even greater heights. — (menareport.com)
© 2003 Mena Report (www.menareport.com)
