Appliances ranks 17th in our 2022 rankings, with Dyson, Whirlpool, and Miele taking the top three positions.
Appliances has an average Brand Intimacy Quotient score of 26.7, which is below the cross-industry average of 36.8. However, the industry did improve its Quotient score performance by 36 percent since its appearance in our 2020 study.
Enhancement is the dominant industry archetype, and the industry ranks fourth overall for enhancement, with KitchenAid being the strongest brand for this archetype. The category also showed improvement across all three Brand Intimacy stages since 2020.
In comparing Dyson and Whirlpool we see interesting results. Dyson has more prevalence and is stronger across the bonding and fusing stages as well as the identity archetype. Whirpool ranks higher across most archetypes and the sharing stage. Keywords for Dyson link to satisfaction, those for Whirlpool link to happiness.