Whirlpool Corporation is simplifying life at home

Whirlpool Corporation ranks twentieth among brand families, slipping two spots from the last study. Ritual and identity are its most dominant archetypes. It has improved in two stages of Brand Intimacy.

Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.

Whirlpool Corporation significantly trails Procter & Gamble in this year’s study, while it had outperformed P&G last year. Procter & Gamble has a diverse portfolio of household brand names in home care and personal care that outrival Whirlpool’s limited brand names in home appliances. Procter & Gamble has higher resonance scores in sentiment, engagement, and reach. P&G has gained in five out of six archetypes, while Whirlpool has only gained in three out of six archetypes. P&G also outperforms Whirlpool in two of the three stages of Brand Intimacy.