Highly unlikely that they're dropping the Ariston brand. It's *huge* and extremely well established. Hotpoint's just a regional brand in the UK. They'll drop it .. just watch!
Here's the press release:
Hotpoint-Ariston makes for a more international brand
Indesit strengthens its positioning with the Moon
Fabriano, 28th March 2007 – Indesit Company presents the new Group brand architecture aiming to further strengthen its brands and synergy between them.
The Hotpoint and Ariston brands will form Hotpoint-Ariston, combining the powerful international potential of the British brand with the tradition of the Italian label in order to improve its market positioning in the middle/top-end segment.
At the same time, the Indesit brand continues to evolve within its positioning by focussing on innovation and design, as in the Moon, a new launch washing machine with an avant-garde look and new functions.
To support this branding strategy, which was already contemplated in the 2006-2008 three-year plan, the Company will be stepping up investments in communication every year.
“The Hotpoint-Ariston combination,” said Indesit Company CEO Marco Milani, “is only natural, considering the similarities between the two brands in terms of positioning, values and communication. This choice is a strong signal to the market about our new strategy and gives maximum visibility to a brand and a range of products that are the fruit of major investments in innovation and communication”.
“With the Moon, we intend to sharpen focus on the Indesit brand’s distinctiveness, both in Italy and internationally,” added Milani. “One of Indesit’s brand values is that of being simple. The Moon washing machine puts innovative technology and design solutions at the service of such simplicity.”
For further information:
Press Office
Here's the press release:
Hotpoint-Ariston makes for a more international brand
Indesit strengthens its positioning with the Moon
Fabriano, 28th March 2007 – Indesit Company presents the new Group brand architecture aiming to further strengthen its brands and synergy between them.
The Hotpoint and Ariston brands will form Hotpoint-Ariston, combining the powerful international potential of the British brand with the tradition of the Italian label in order to improve its market positioning in the middle/top-end segment.
At the same time, the Indesit brand continues to evolve within its positioning by focussing on innovation and design, as in the Moon, a new launch washing machine with an avant-garde look and new functions.
To support this branding strategy, which was already contemplated in the 2006-2008 three-year plan, the Company will be stepping up investments in communication every year.
“The Hotpoint-Ariston combination,” said Indesit Company CEO Marco Milani, “is only natural, considering the similarities between the two brands in terms of positioning, values and communication. This choice is a strong signal to the market about our new strategy and gives maximum visibility to a brand and a range of products that are the fruit of major investments in innovation and communication”.
“With the Moon, we intend to sharpen focus on the Indesit brand’s distinctiveness, both in Italy and internationally,” added Milani. “One of Indesit’s brand values is that of being simple. The Moon washing machine puts innovative technology and design solutions at the service of such simplicity.”
For further information:
Press Office
