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Building the Long Term Relevance of an Iconic Brand


From its early days as an innovation leader and manufacturing powerhouse, Westinghouse has evolved into the present-day brand licensing program. The program builds on the Westinghouse legacy with an ever-growing  family of licensees providing consumer and industrial worldwide.


LMCA and Westinghouse Electric Corporation created an extensive brand licensing program that leveraged and enhanced the core brand attributes and revitalized the Westinghouse Brand in consumer product categories bringing Westinghouse into kitchen appliances, water heating systems, water purification, consumer electronics and more.

Operating off the strength of the North American program and the strong consumer demand for American brands, the LMCA team brought Westinghouse into China, Japan and across Europe with extensions close to the brand’s core equities.

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