Whirlpool Corporation Brand Portfolio Surpasses Competition in 2019 BUILDER Brand Use Study
The 2019 BUILDER Brand Use Study results are in and, when combined, the Whirlpool Corporation brand portfolio — Whirlpool, KitchenAid, JennAir, Maytag and Amana — takes the No. 1 spot in three key performance areas:
- “Brand familiarity" within the kitchen and laundry appliance categories
- “Brand used in the past two years" within the kitchen and laundry appliance categories
- “Brand used the most" within the kitchen appliance category
Sponsored by Hanley Wood and conducted by The Farnsworth Group, the 2019 BUILDER Brand Use Study surveyed more than 1,000 U.S. builders, contractors and industry professionals. When combined, the Whirlpool Corporation brand portfolio ranked number one in "brand familiarity" and "brand used in the past two years" for both the kitchen and laundry appliance categories. In addition, combined data for the five-brand portfolio brought Whirlpool Corporation to the top spot for “brand used the most" within the kitchen appliance space -- outshining more than six competitive brands.
Also in the kitchen appliance space, the Whirlpool Corporation brand portfolio, when combined, was the clear frontrunner in the "brand used most in the past two years" category -- receiving approximately 18 percent more votes than the closest competitor.
As the world’s leading manufacturer of major home appliances, Whirlpool Corporation is proud to earn the top spot in these rankings and offer building industry professionals the strongest brand portfolio designed to suit a wide variety of customers and home types.
For nearly 30 years, BUILDER — a leading media brand in the residential construction industry — has issued its annual Brand Use Study. The report has become one of the most anticipated industry resources for trends, brand and product information.