MAYTAG FORMULATING STRATEGY TO BUILD UP THE AMANA BRAND.(Brief Article)
HFN: The Weekly Newspaper for the Home Furnishing Network, June, 2002 by Beatty, Gerry
Amana's positioning in the marketplace is being addressed on multiple fronts by the brand's new owner.
Ten months after Maytag acquired the respected refrigeration maker and began integrating the two Iowa companies' operations, the question remains how to maximize the Maytag and Amana brands plus Jenn-Air on the retail floor.
Maytag Appliances has been touting its strength with three upscale names: Maytag in laundry, Jenn-Air in cooking and Amana in refrigeration. But all three have been less successful as full-line labels.
Amana especially has been an enigma to the industry. Maytag has begun addressing this with consumer research, an ad campaign that began last month, and plans for stylistic improvements. Amana will get further exposure...
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