LG reaches 50 per cent unaided brand awareness across Mid East and Africa

Figures compiled by Gallup show the global and regional digital leader 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 Mr. M. B. Shin, President, LG Electronics Middle East and Africa Operations.

"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 8 years old.

"Of the 10 markets surveyed, LG was number one in four, number two in three and placed reasonably well in the remaining three. Overall, the LG brand is now second only to Sony."

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.

"In the UAE, LG is knocking on the door of power-brand status and is most likely to achieve that in early 2004," said Shin.

"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."

Having reached its unaided brand awareness goal two years ahead of target, Shin said a refocus was required to reach even greater heights.

"At the rate we are achieving unaided brand awareness in the region, we now have to set a new target," he said.

"LG will now be expecting to reach 65 percent unaided brand awareness by 2005."

Aside from the strength LGE draws from its brand power in the Middle East, the Korean giant has also investigated how its brand awareness translates into digital recognition - that is how much a brand is perceived as being digital.

"All players in the Jordanian market have gained ground in the digital stakes," said Shin. "In Saudi Arabia, there's not been a great deal of change but in Pakistan, LG has gained a significant increase over its rivals.

"In South Africa, all the major players have seen increases and in Iran, LG is challenging for the top spot and we expect to take it next year."

Shin added that Nigeria had seen phenomenal growth from practically a standing start.

"LG has had the greatest margin increase in brand and digital recognition going from three percent last year to 21 percent in 2003," he said. "Next year will prove to be decisive in LG's growth as a digital player in West Africa.

"Overall, LG Electronics enjoys a very strong, positive image across the region and is perceived to be a 'digital' brand which is a tremendous achievement."