A proportional stratified sampling was applied. The sample was selected from consumers of LG Electronics based on three main markets (Jomhori, Amin Hozoor and Shariati) for home appliances in Tehran city. In this research, we take the broad view that an unfavorable brand image is generally considered to be undesirable from the consumers’ perspective. Adopting convenience sampling, we asked consumers to respond to questions about the home appliances with which they are familiar. Finally, 246 valid questionnaires were collected indicating companies with a good brand image and 139 indicating companies with a poor brand image.