Choosing Appliance Brands

Which Appliance Brand is Best for You?

The Importance of Brand Positioning

 

When shopping for appliances it's important to select the appliance brand that best fits your needs. Buyers must know how the brands they are considering are “positioned” in the marketplace. Positioning was introduced by marketing gurus Jack Trout and Al Ries. They defined positioning as the niche that a brand occupies in the mind of the consumer.

For example, consider the name Wal-Mart. What comes to mind? Most consumers would say, “Low Price”. Consider the name, Nordstrom. Consumers might say, “Luxury”. Similarly, individual appliance brands occupy a specific niche in buyers minds. Appliance brands not only develop their marketing plan around their brand positioning, but the features, the prices, and even the retailers that they choose to carry their brands are representative of their brand positioning. Understanding where an appliance brand is positioned can help you to get the best fit for your specific circumstances.

For example, suppose you have just purchased a luxury home in an exclusive country club. You wouldn't want an appliance brand designed for entry-level buyers. Similarly, for a family just starting out with a small home in modest neighborhood, appliances geared toward large custom homes wouldn't make sense.

Here's how various appliance brands are positioned.

Value Brands

Amana is a value brand. As such, the Amana brand is priced low and has limited features and model selection. It's a good choice for budget-minded consumers. Other brands that fit this niche would include Hotpoint and to some extent Frigidaire.

Mass Brands

Mass brands are brands that cover the broad spectrum of consumer needs in the middle of the market. They cover a wide range of price points and features and are the choice of the largest group of buyers. Mass brands include Whirlpool, Maytag, and Frigidaire.

Premium Brands

Premium brands often overlap with the mass brands, but go on to occupy a niche of their own where the mass brands don't participate. Brands such as KitchenAid, Bosch, and Samsung fit into the premium niche.

Super Premium Brands

A new niche for appliance brands has developed in recent years as the Luxury appliance market has expanded. This category is often described as Super Premium. Super premium brands are on the brand spectrum below luxury brands and are generally less exclusive, yet they have many features and characteristics of the luxury brands. These brands would include Jenn-Air, Dacor, Electrolux, and Thermador.

Luxury Brands

In the luxury category, consumers would select from Sub Zero/Wolf, Gaggenau, Miele, and Viking. These products are positioned for the custom home market, and are featured and priced accordingly.

There are no rules to define the various categories and some brands straddle categories. Viking, for example has extended its brand downward into the super premium niche with freestanding refrigerators, and over-the-range microwaves.

It's best to consult a professional to make sure that your brand preferences are aligned with your home and your lifestyle. The experts at Arizona Wholesale Supply Company are familiar with all the brand profiles and can guide you through this process.

For more information call or visit the experts at Arizona Wholesale Supply .

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