Luxury Home Appliances: Case Studies

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Luxury Home Appliances: Case Studies

Key takeaways

  • Brand awareness is the force that drives a brand’s entire narrative.
  • Thermador manufactures luxury kitchen appliances known for their excellent quality. It created a buzz by introducing the cooktop to the American market. Today, it is the second-largest home appliances manufacturer in the U.S.
  • Jenn-Air’s luxury kitchen appliances are popular in the U.S. market. It created awareness about itself by introducing the downdraft cooktop in the American market.
  • Speed Queen is known for its luxury washers and dryers for which it has received numerous awards affirming its market leader position in the laundry machines segment.

Introduction

Brand awareness is defined as the “level of familiarity a target audience has with a brand, including their knowledge of the business, its products, and values.” It is the force that drives the entire narrative of a brand.
This research provides case studies of home appliance brands that have successfully generated awareness/buzz about their products. More importantly, it examines the strategies/techniques these brands employed and how they impacted their market position.

Findings

(a) Thermador


(b) Jenn-Air

(c) Speed Queen

Research strategy

The research prioritized luxury home appliances manufacturers as per the research objectives. Sources used include market reports, company websites, and independent blogs, all of which were vetted for relevance, currency, and credibility.



Sources
Sources