LG Electronics achieves 45 per cent unaided brand awareness in Mid East & Africa

The regional brand equity result has emerged as far higher than the global average of 26% emanating from 43 surveyed countries outside the Middle East and Africa.

The survey, which also covered four of LG's key competitors, was carried out through face-to-face interviews over a five week period with more than 1,000 consumers aged between 20 and 59 across nine countries in the Middle East and Africa.

In Jordan and Saudi Arabia, LG emerged as brand champions with a whopping 85.1% unaided brand awareness in Jordan and 69% in Saudi Arabia.

"The results make heartening reading," said Mr M.B. Shin, President, LG Electronics Middle East and Africa. "The average unaided brand awareness of LG throughout the region has increased from 14.1% four years ago while those of our competitors has remained the same or, in some cases, decreased."

"It means we still have a way to go in achieving our goal of 50% regional unaided brand awareness by 2005 but we are confident that with aggressive marketing, enhanced customer service initiatives, continual product upgrading and range expansion, we will reach our aim of becoming the top national brand based on customer satisfaction."

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