GE Appliances Moves from Branded House to House of Brands

January 15, 2018

GE Appliances, a Haier company, is making a strategic move from a branded house to a house of brands, giving Monogram, GE Café, GE, GE Profile, Haier and Hotpoint their own identities among the owner segments they were crafted to serve. Consumers will see a shift to enhanced branding efforts throughout 2018

“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.”

The house of brands model enables GE Appliances’ product lines to stand on their own, making it easier for consumers, designers and builders to determine the product line that best meets their needs, lifestyles, tastes and price points:

Monogram is the ultra-premium brand that promises to Elevate Everything in the kitchen from cooking to refrigeration. It is focused on luxury and intended to appeal to designers and discerning owners who appreciate fine detailing and personalized spaces.

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. Backed by more than 100 years of purposeful innovations, these brands offer owners style, lasting quality and connected features that improve their everyday lives.