Brand Building in the Consumer Electronics Industry in Iraq

Brand building and branding is an important concept in management that gives an identity to businesses and has been important lately in implementing business strategy that is planning to leave an impression to the market and the customers. In consumer electronics products the importance of technology is rather significant; however the brand name in the consumer electronics industry is crucial for the consumer purchasing decision making. Therefore this thesis wants to highlight the advantage of brand building and how the strength of a brand helps to gain competitive advantage over competitors.