The Whirlpool® brand commitment to quality can be seen in our home appliances that lead the industry in innovation and design. So when you choose Whirlpool® brand kitchen and laundry appliances, you build in extra reasons for consumers to purchase your homes. Our appliances enhance homes with the kinds of features your homebuyers demand. They rank quality and ease of use as premium concerns, and they value features that represent convenience and time savings.

For the Active Balancer.

Whirlpool® and Whirlpool Gold® are brands that your home buying consumer trusts to deliver quality, imaginative home solutions that help her be incredibly productive. Whirlpool® products help her save time, manage space and produce results with less effort. The "her" in the statements is our target consumer, a woman we refer to as an " Active Balancer".

Who is the Active Balancer? She's goal-oriented and on the go. She's balancing her family, her activities, her job and her home - and she somehow manages her time effectively to achieve her goals. In other words, our consumer leads a hectic life, and she needs the tools to help her accomplish her daily household tasks. Our job is to provide her with those tools, and to create a relationship with her so she knows where to turn when she needs help with her busy schedule. She seeks innovative home appliances that help her manage her household.

This positioning drives everything we do at Whirlpool Brand. It guides how we design and market our products. Our brand positioning also defines how we communicate with our target consumers. Because you are a critical link to the Whirlpool Brand target consumer, we are sharing this valuable information with you. We hope that the brand positioning guide proves to be a helpful and useful tool for you.

Whirlpool Brand - Imaginative Solutions that help her be incredibly productive.