Brand attributes
Our brand attributes, together with our Brand Promise, is what makes AEG unique and differentiated from our competition.
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We always use at least one of our brand attributes to guide us in everything we do, from product development to brand activation.
However, the combination of all three brand attributes is when we truly deliver on our Brand Promise and challenge the expected.
Uncompromising approach to innovation
Our precise and predictive technology challenges conventions and allows you to unleash your potential within taste, care, and comfort at home.
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What this means in practice:
We create efficient, responsive, and precise technology that anticipates our consumers actions, and supports them to achieve the best results possible.
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An example of 'uncompromising approach to innovation' in action:
SoftWater Technology keeps colours as vibrant as the day they were bought.
This technology achieves the thorough clean of a 60°C wash at 30°C and maintains the colour and feel of garments, wash after wash.
Relentlessly responsible
We take care of sustainability. Efficiency and circularity are foundational to our appliances, enabling you to effortlessly make sustainable, healthy choices and waste less.
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What this means in practice:
We consider all our materials, processes, and usage through the lens of sustainability. We prioritize innovations that minimize environmental impact and enable our consumers to make sustainable choices effortlessly.
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An example of 'relentlessly responsible' in action:
ECOLINE products allow the consumer to make the most energy efficient choices, without effort or compromise. Every product is designed to deliver high performance whilst minimizing environmental impact.
Our brand personality
We always let form follow function, honoring clean yet confident and distinctive designs that make you stand out and bring a sophisticated edge to the look of your home.
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What this means in practice:
We draw from Peter Behrens' Bauhaus philosophy of 'Perfekt in form und Funktion' to create designs where functional needs and visual appeal exist in harmony.
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An example of 'pure and precise designs' in action:
Simple geometric shapes are the starting point for our designs.
We build upon these shapes with bold details and unexpected contrasts to make the design unique and stand-out.
For a more detailed overview of Brand attributes, follow the general AEG VBI guidelines.