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Appliances

Not Trading Up, Just Holding On

By Steve Miller

Last year, the biggest concern for many consumers purchasing appliances was what color or features to choose. This year many are worried about being able to afford a home to keep them in. As home sales have ebbed and credit has been harder to come by, appliance makers are facing a challenging year.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales (% market share)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

1. Whirlpool

Publicis / New York, NY

26.10

12.00

7.54

6.83

62.3

2. General Electric

BBDO / New York, NY

14.1

7.93

7.6

70.6

3. Electrolux

DDB / New York, NY

7.9

5.4

6.55

5.6

50.1

4. LG

BBH / New York, NY

4.5

22.3

7.39

7.13

63.9

5. Nortek

In-house

4.2

N/A

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Sources: Euromonitor international (market share for large kitchen appliances)/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.

Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.

Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

The Best Branding Strategy in the Appliance Category

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The Best Branding Strategy in the Appliance Category