SuperBrands 96 Category Ranking: APPLIANCES

Once again, appliances, due in part to a strong market for new and existing homes,
experienced a consumer spending increase in 94. Category leaders included
refrigerators, microwaves and clothes washers.
Brand Co. Name, Location
Lead Agency, Location
Sales (billions)
Media Expenditures (millions)
1 Whirlpool Whirlpool, Benton Harbor, MI
DMB&B, New York
Sales: $8.1
Media Exp.: $27.4
2 GE Appliance General Electric, Fairfield, CT
BBDO Worldwide, New York
Sales: $5.9
Media Exp. $21.7
3 Frigidaire A.B. Electrolux, Stockholm, Sweden
SBC Advertising, Westerville, OH
Sales: $4.4*
Media Exp.: $10.6
4 Maytag Maytag, Newton, IA
Leo Burnett, Chicago
Sales: $3.3
Media Exp.: $26.5
5 Amana Raytheon, Lexington, MA
Grey Advertising, New York
Sales: $0.5**
Media Exp.: $2.2
Source: Annual Reports (sales); Competitive Media Reporting (expenditure); *Ward’s
Directory; **Dunn’s Million Dollar Directory.
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