Whirlpool Corporation is simplifying life at home

Whirlpool Corporation ranks eighteenth among brand families, climbing four spots since our last study. Fulfillment is its most dominant archetype, outperforming all other brand families. The brand family has also gained in the ritual and nostalgia archetypes as well as across all three 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.

This year’s results show Whirlpool Corporation outperforming Procter & Gamble, which had previously ranked higher. Whirlpool’s performance reflects its focused portfolio strategy, successful product innovations in home appliances, and strong customer loyalty programs. Whirlpool ranks higher in the fulfillment and nostalgia archetypes. In contrast, Procter & Gamble performs stronger in the identity, enhancement, and indulgence archetypes and in the fusing stage.