SuperBrands 97 Category Ranking: APPLIANCES

For the second straight year, a robust housing market, coupled by warm summers, drove sales to near-record numbers. Category leaders included refrigerators, clothes washers and dryers, and microwave ovens.
Rank….Brand………. Co. Name, Location
.Lead Agency, Location
…Sales (billions):
…Media Expenditures (millions):
1….Whirlpool………..Whirlpool, Benton.Harbor, MI
..Campbell-Ewald, Warren, MI
…Sales: $8.35
…Media Expenditures: $29.6
2….GE Appliance…..General.Electric, Fairfield, CT
..BBDO Worldwide, New York
…Sales: $5.93
…Media Expenditures: $20.3
3….Frigidaire…………A.B..Electrolux, Stockholm, Sweden
..Campbell Mithun Esty, Minneapolis
…Sales: $4.60
…Media Expenditures: $18.4
4….Maytag……………Maytag, Newton, IA
..Leo Burnett, Chicago
…Sales: $3.04
…Media Expenditures: $25.1
5….Amana…………….Raytheon, Lexington, MA
..Grey Advertising, New York
…Sales: $1.50
…Media Expenditures: $ 2.6
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
SCROLL SuperBrands 97