ANALYSIS OF THE BRAND ATTRACTIVENESS OF THE LOCAL CARPET INDUSTRY
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Abstract
This study examines the brand attractiveness of the local carpet industry, focusing on key factors affecting brand loyalty, consumer perceptions, and market competitiveness, as well as, it will contribute to the development of design innovations and marketing strategies that will help to the form of a strong brand image in both local and international markets. Using the combination of qualitative and quantitative methodologies, such as customer surveys, expert interviews, and competitive benchmarking, to identify important strengths and shortcomings in local carpet companies' branding strategies. The results show that while the industry benefits from rich cultural legacy and expert craftsmanship, it faces difficulties related to modern branding practices, digital presence, and global visibility. Recommendations are provided to increase brand value through more effective marketing campaigns, sustainable production, and targeted marketing campaigns. The purpose of this analysis to support local carpet manufacturers in positioning their brands more effectively in a competitive global landscape.
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Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.
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