Explaining the home appliance brand strategies by Iranian customer view

Branding strategies weakness and strengths recognition is one of the most important issues in marketing strategies. Brand equity concept is one of the indicative specifications for brand strengths and weakness. Aim of this paper is creating a scale for brand equity measurement for home appliance goods by Iranian customer view resident in Tehan. By this process the strengths and weakness of Iranian branding can be recognized. The statistical population is from Iranian home appliance consumers resident in Tehran. 1017 consumers have been selected to complete questionnaires in stochastic method. By SPSS and Lisrel, Factor analysis has been used for modeling and Independent compare mean for population comparison. The study identified that the brand equity of home appliance for Iranian and European brand can be measured by the fourteen scales. The findings indicate that in home appliance industry, foreigner brand equity is better than Iranian brand equity in all scales.