GE Appliances: good start for the ‘house of brands’


Since the first months of the year, GE Appliances has been showing a great dynamism. On January the company announced the new strategy of becoming a house of brands, giving a stronger identity to any of its brands. An intention that seem to be appreciated by the first sector in which it has been presented, the building and construction industry. GE Appliances, in fact, has recently reached an agreement with the award-winning Chesapeake Homes to supply washers, dryers, refrigerators, ranges and other leading kitchen and home products for 1,100 single-family residences to be built in Myrtle Beach, S.C., in the coming years. Chesapeake operates in Coastal Virginia and the Triangle region of Raleigh, N.C., as well as Myrtle Beach, and offers value-packed houses and townhouses to suit every lifestyle.
To give concreteness to the new strategy, the company is working on all its brands – Monogram®, GE Café™, GE®, GE Profile™, Haier and Hotpoint – with the aim of give a stronger identities among the owner segments they were crafted to serve. Consumers will see a shift to enhanced branding efforts throughout 2018, but the building and construction industry will get a preview of what’s to come at Design & Construction Week® in January.
«Our commitment is to create ‘good things, for life – said Rick Hasselbeck, chief commercial officer, GE Appliances. From the factory floor to the corner office, everything revolves around this promise to put the owner at the center of all that we do. At Design & Construction Week, you’ll see this in the way we market our brands, in each new feature and in the way our owners embrace and interact with every purposeful innovation we will bring to them.»
Monogram is the Group ultra-premium brand, conceived for the luxury segment, while GE, GE Profile and GE Café provide options for a wide range of owners from tech enthusiasts to those who crave simplicity in their appliances. “Haier-branded appliances, according to GE, are designed for adventurers who live their lives outside of the kitchen and laundry room, but still want sleek, modern styling and unexpected features that make household chores simpler.”
Hotpoint, finally, provides uncomplicated solutions for busy households where meals are usually simple and quick.