Electrolux to rebrand its built-in range

Home appliance manufacturer Electrolux is dropping the brand names Parkinson Cowan and Tricity Bendix from its range of built-in white goods, in favour of generic Electrolux branding.

The Electrolux built-in range of ovens, fridges and washing machines consists of both new and existing products. The two brand names remain on free-standing appliances.

Electrolux head of marketing Marcus Bleasdale comments: “We are utilising the strength of the Electrolux brand and have spent 15m on research and development for the range.

“As the market becomes more sophisticated, consumers want the reassurance of a brand name. Now consumers are more discerning, brand is a key differentiator,” he adds.

European TV and press advertising for the range broke this

September, using the strapline “We Understand”, which will be central to future campaigns. Advertising is by Bartle Bogle Hegarty.

To coincide, Electrolux has signed a sponsorship deal with the cable and satellite dedicated cooking channel, Carlton Food Network, beginning in October.

The revamp comes six months after Electrolux centralised marketing for all of its UK brands, which include Zanussi and AEG as well as Tricity Bendix and Parkinson Cowan.

Last June, the company embarked on a 200m rationalisation programme.

All white goods manufacturers are preparing for the implications of the Government’s outlawing of recommended retail prices, which came into effect this month.

White goods feature, page 45

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