Univrsity Of Tehran Press Journal of Business Management 2008-5907 3 2 2011 08 23 Comparing the strength of Iranian and foreign brands in terms of household appliances from customers' point of view in Guilan Comparing the strength of Iranian and foreign brands in terms of household appliances from customers' point of view in Guilan 41 60 23926 FA Ebrahim Chirani Matin Fardesabouri2 Journal Article 1970 01 01 Brand strength is a variable with the wide scope of definition that can survey marketing strategy and customers' perceptions.In this article, the strength of 23 brands of household appliances in Guilan market have been evaluated by using BAV models and with receiving customers' opinion from questionnaire. The result indicated that as a whole,foreign brands are stronger than Iranian brands in the field of household appliances.Through four components of BAV model ,differentiation of foreign brands are much superior than Iranian brands.But about Iranian brands, knowledge is a component which has better position.According to this,we suggested that Iranian brands can use this competitive advantage in the field of knowledge to give identity to their brands and in the next steps for making strong brand,the concentration should be on relevance,esteem and differentiation respectively. Brand strength is a variable with the wide scope of definition that can survey marketing strategy and customers' perceptions.In this article, the strength of 23 brands of household appliances in Guilan market have been evaluated by using BAV models and with receiving customers' opinion from questionnaire. The result indicated that as a whole,foreign brands are stronger than Iranian brands in the field of household appliances.Through four components of BAV model ,differentiation of foreign brands are much superior than Iranian brands.But about Iranian brands, knowledge is a component which has better position.According to this,we suggested that Iranian brands can use this competitive advantage in the field of knowledge to give identity to their brands and in the next steps for making strong brand,the concentration should be on relevance,esteem and differentiation respectively. https://jibm.ut.ac.ir/article_23926_4a9f9b0fd577a10ea92f4f97e724a319.pdf