Beko is one of the largest home appliance manufacturers in Europe, but in North American they are unknown. And yet this is a market they aim to conquer in as few as 5 years. Their three largest challenges are: introducing the brand and general awareness; positioning between premium brands like GE Monogram and super-premium brands like Sub-Zero; and securing more retail distribution.
Beko chose Dino Publishing to re-frame the middle-market branding used in much of the world to a more premium position for North America. This re-frame will extend Beko’s international “Official partner of the everyday” claim into a space where consumers want more than just their basic needs met. Simultaneous to that re-branding, Dino is providing immediate collateral, POP and other media to support the marketing needs of the initial retailers who have taken on Beko, as well as stylish presentation kits to help Beko recruit additional retailers.