LG sees 50% rise in MENA brand

According to pollster Gallup, LG experienced an unexpected surge in its brand recognition.

  • E-Mail
By  David Ingham Published  December 31, 2003

According to pollster Gallup, LG experienced an unexpected surge in its brand recognition - unaided - across the Middle East and North Africa after recording a 50% rise. The company says it has achieved this record figure a full two years ahead of its expected target. “In Jordan, Saudi Arabia, South Africa and Pakistan LG has recognition dominance and is established as a ‘power-brand’,” says MB Shin, president, LG Electronics Middle East and Africa Operations. LG claims that in these four markets, it has overtaken the established Japanese brand Sony to become number one. “This is a tremendous achievement for a brand that’s only eight years old,” adds Shin. Of the 10 markets surveyed, LG topped the charts four times, was number two in three and placed reasonably well in the remaining three. LG also reported that Iran and Tunisia had shown great increases in unaided brand awareness in their respective markets, breaking into the power-brand level for the first time Along with the UAE, LG has shown significant increases in unaided brand awareness in Morocco and Nigeria over the last 12 months and the company expects its continued effort 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,” comments Shin. LG now expects to reach 65% unaided brand awareness in the Middle East by 2005.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code