Stand out Stands – Beko

As sporting sponsorships gain in importance in terms of reinforcing brand awareness, Beko’s stand sported the colours of FC Barcelona, of which the brand is a premium sponsor. Not only is the brand present on the pitches, but they have also integrated the team’s colours into some of their major appliances, such as the limited edition Beko FC Barcelona fridges, that created quite a stir at IFA. Part of the Arçelik Group, Beko continues to grow as a strong brand across Europe, based on solid R&D. Hakan Bulgurlu, Chief Executive of Arçelik told IFA International, “We are always developing our innovation muscles. Innovation has always been how we have created value. We do this by working together with our partners all over the world. We want to find the next, big growth areas by betting on revolutionary ideas. We see three forms of innovation. Firstly, we know that incremental innovation brings sustainable growth both globally and locally. We integrate customer insights, trend analysis, and technology with our business strategy.”