Brand – Frigidaire

In the entire parade of Electrolux brands, there may be no better example than Frigidaire for a name that dominates a product category. For decades the word “frigidaire” has been the common term in countries all over the globe for refrigerators and other cold products.

While the brand is purely American in its origin, products bearing this regal name have been in the global marketplace since the 1930’s. During that time, it has come to symbolize a very special level of prestige. In fact, its slogan for many years was appropriately: “Precision, Performance, Prestige.”

Frigidaire has a brand heritage second to none in the world, with a long list of “firsts” and boasts a customer base that is the envy of the industry. As is the case with a few select brands, use of the brand name Frigidaire for licensing will require intense scrutiny. However, the name is unrivaled in product extensions in the cold category, and thus available to the partner who brings a strong marketing plan.

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