Brand name and its Image are important because they are the basis of competitive advantages and profits in many businesses. Moreover, recently Korean manufacturers came to understand the importance of their brand position in the markets to gain more profits from their business. Thus, stategic brand management has become one of the most important stategic decisions for the marketers.
To evaluate effective brand strategy for the home appliance maker of late entrance in Middle East markets, this study analyzes the case of market research data in Saudi Arabia, Iran and Egypt. A revised Strategic Bradn Concept - Image Management (BCM), originally proposed by Park et al., and a revised two-dimension-four strategy model, originally proposed by Vijay Vishwanath, are applied for case analysis.
According to the analysis, the company is recommended to rectify its marketing strategy to expand its brand concept successfully in each country as suggested by the literature.
