The Commerce Department reported that sales of durable goods (including large home appliances) rose 4.9% in July, which followed a 1.1 increase in June. (June was originally reported to show a 2.2% decrease.) Moreover, new home sales also rose in July, the fourth straight month of increases. It’s obviously not all good news – we all can see the recession around us – but these are small rays of light, and possibly the opportunity for large home appliance manufacturers to rebound by stepping up their marketing efforts.

Add to this the government’s home appliance rebate program (see Home Appliance “Cash for Clunkers”) and consumers might have just enough incentive to start buying. If so, the brand that has positioned itself most effectively will reap the most rewards.