Whirlpool 2006 Annual Report Download - page 13

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10
BRAND
More people use Whirlpool brand appliances than any other
appliances in the world. Pairing global leverage with regional
relevance, the Whirlpool brand’s global leadership is based
on deep consumer insights coupled with the ability to leverage
product development, manufacturing and marketing globally.
Around the world, the Whirlpool brand reflects a modern,
contemporary lifestyle. The brand’s consumers, primarily
women, seek products that produce effortless results. That
might be microwaves that produce convection oven-like
results, portable appliances that refresh clothing at the touch
of a button or built-in ovens with pre-set recipes.
Many Whirlpool brand appliances are produced on common
product platforms, enabling us to leverage our manufacturing
footprint and realize continual global operational efficiencies.
For example, Whirlpool brand Fabric Fresheners and Pret-a-
Porters are sold throughout North America, Europe and Latin
America. We sell Whirlpool brand microwaves, which are built
on common manufacturing platforms, throughout North
America and Europe.
Around the globe, we communicate the Whirlpool brand’s
attributes to consumers by positioning it with unifying visuals.
In our print and television advertising, consumers see the
Whirlpool badge — which also appears on all Whirlpool
brand appliances — and the Whirlpool brand goddess.
By leveraging the cost of marketing and advertising
production through consistent visual elements, we are able to
use high-quality marketing materials around the world, while
still allowing some flexibility to tailor those materials to meet
regional preferences.
The Whirlpool brand ranks among the world’s most
valuable brands identified by Brand Finance, the world’s
leading independent brand valuation and marketing
metrics consultancy.
In our print and television advertising around the world,
consumers see the Whirlpool brand goddess and the
Whirlpool badge.