Electrolux repositions the Zanussi brand

THE Electrolux Group has terminated the dual Zanussi-Electrolux branding of its value for money range of appliances. From now onwards the company will be promoting the brand separately to a clearly defined customer audience.
The dual Zanussi- Electrolux branding strategy began in 2002; a step taken to strengthen both brands in different ways. In the UK, Electrolux benefited as Zanussi lent its strength and brand equity to the Electrolux brand which was better known for floorcare than white goods at the time. In Europe, the Zanussi brand benefited from being linked to a global leader.
“Today – six years on – that strategy has achieved its objectives across Europe, raising the profile of both brands – and repositioning them – Electrolux at a higher level and Zanussi as a brand that offers outstanding value to consumers who want easy to use, stylish products that will free up their time for more exciting things than doing the dishes. Consequently, the dual branding with Zanussi has served its purpose and the brand will once more resume its status as a single brand and strong platform from which to further develop its appeal its consumer target group,” comments Steve Holton, product & brand director, Electrolux Major Appliances, UK & Ireland.
The target market of the Zanussi brand will now be the younger consumers, who are setting up their first home or perhaps a second, holiday flat.