One thing is certain, however: The brand’s awareness factor is legendary. Today, more people in the United States buy Kenmore than any other appliance brand, one in every three American homes contains a Kenmore appliance, and Kenmore ranks number one or number two in every major appliance category.

Considering the evolution of household appliances since the 1920s, and the intense competition from such equally well-known brands as Frigidaire, Maytag, Whirlpool and, more recently, LG, it is nothing short of remarkable that Kenmore has retained its brand position. Even its rivals know the unshakeable power of the brand — Frigidaire, LG and Whirlpool all manufacture products that are sold under the Kenmore name.

But Kenmore has not rested on its laurels; as recently as April, the company announced that it would effectively reinvent itself, introducing a stunning 450 new and/or improved products across all of its large and small appliance lines throughout 2010. This followed on the heels of a revised Kenmore logo in late 2009, and an updated website and new television commercials early in 2010.

The trick, of course, is to modernize the brand while retaining and enhancing its long-standing reputation. According to Kenmore, that involves four primary areas:

1. “Premium customer touch points,” such as higher quality handles and knobs that are both elegant and ergonomic.

2. “Premium technology,” including user-friendly interfaces such as color-touch LCD displays that are advanced but intuitive and easy to use.

3. Streamlined modern design.

4. New logo and custom font, as well as a new sound palette on select products.

In early August, Kenmore announced an additional innovation called Kenmore Connect, a technology designed to speed up appliance repairs. Kenmore machines with problems have the ability to transmit data over a toll-free phone line for review by company representatives. Some problems can be handled via phone, but Kenmore expects that the system will also help reduce the time a technician spends when a repair visit is required. Kenmore Connect will be added to appliances priced over $800 at no additional charge.

Product design isn’t the only area getting a miracle makeover. The company is engaged in new, innovative ways of self-promotion. In March, for example, Kenmore launched an interactive “Kenmore Live Studio” in Chicago. The studio is equipped with cameras that broadcast video via the Internet and includes demonstrations by chefs, presentations, and unveilings of new products that can be shared in real time on the brand's Facebook page.

The Kenmore Live Studio was opened in a former art gallery, and Kenmore products are displayed in keeping with the artsy style. The Studio includes an Internet Café, the “Kenmore Soap Box,” where visitors can go on camera to talk about the brand, and a “Stain Station,” where kids are invited to shoot colored dyes at the brand’s mascot.

In an interview with Brandweek magazine, Betsy Owens, Kenmore vice president and general manager, said “even great brands like Kenmore need to adopt and adjust and reinvent themselves periodically, and that is really what we’re doing.”

Of the new ads, Owens says, “The Kenmore ads are about establishing brand awareness and creating that awareness around the new products — the new innovations and new styles.”

As for the use of online advertising, she says, “One thing about Kenmore is it’s always been such an accessible brand to so many Americans. We saw that as an opportunity to use real people as our brand ambassadors, so [in our online advertising], you’ll see not only the people behind Kenmore — the engineers and the product designers — but you’ll also see us using real consumers and capturing their stories about Kenmore’s past, present and future.”

Clearly, all of the new activity surrounding the brand is a conscious effort to move Kenmore into the future. Owens says today’s Kenmore customer remembers that their grandmother and mother had Kenmore and they grew up with it, “but it doesn’t necessarily speak to who I am.” That’s why, says Owens, “we saw an opportunity to reach out to consumers with a more stylish product.”

Obviously, Kenmore is making a concerted effort to gain relevancy with a whole new generation of consumers.

Barry Silverstein has been a frequent brandchannel contributor since 2007. He has thirty years of advertising and marketing experience and is currently a freelance writer and marketing consultant. He founded and ran his own direct marketing agency and held executive positions with Epsilon, a leading database marketing firm and Arnold, a major ad agency. Silverstein is the author of three marketing books, including the McGraw-Hill book, The Breakaway Brand, which he co-authored with Arnold CEO Fran Kelly.