#22 Whirlpool Corporation

Ranked twenty-second, Whirpool Corporation’s family of brands has an average Quotient Score of 29.1. Its strongest archetype is enhancement. An average of 12% of consumers who use Whirpool brands are intimate with them.

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.

In comparing Whirlpool Corporation with The Procter & Gamble Company, we see a mixed performance. Whirlpool brands are stronger in the fulfillment and enhancement archetypes, while the P&G portfolio leads in identity, ritual, and nostalgia. It also dominates across all three Brand Intimacy stages.