Brands and brand strategy

Promoting and strengthening the Electrolux Professional brand and reputation through a tailored marketing strategy, complemented by a structured sales process and organization, is key to our success.

Marketing initiatives include marketing automation, performance and brand building via a 360-degree approach and omni-channel execution, collaboration with schools and industry associations, cooperative distributor merchandising, digital marketing, and marketing at a variety of industry trade shows.

Our master brand Electrolux Professional includes all categories within Laundry, Food and Beverage.

In addition to our master brand, we acquire specialty brands to gain access to specific markets. These are locally managed brands, which have high brand awareness and legacy amongst the customers in their markets and channels. The table below illustrates these “specialty brands”, as separated from the “master brand”, Electrolux Professional.