research / Branding
Branding
The more distinct your brand is, the more valuable it will be. Especially in the construction, installation and home improvement market segments, as product differentiation is decreasing and the stakeholders are traditional and relatively brand loyal. USP has 30+ years of experience conducting branding researches in the construction, installation and home improvement markets. We can provide benchmarks, insights and advice to build on.
Tailor made
Our research is always customized to fit your needs and helps you answer your business objectives through insights and advice.
Leading industry experts
Leverage our 30+ years of expertise in the construction, installation, and home improvement markets.
Insights and advice
Our mission is to provide insights and advice, not just data.
Clients we helped with branding research
When you might need this?
Scenario 1
Elevating Brand Presence Among Construction Professionals
A leading manufacturer of adhesives and sealants aims to solidify its position among contractors and architects in multiple European markets. Despite high product quality, the company struggles with inconsistent brand awareness and unclear positioning compared to established competitors. By conducting a Brand Positioning and Image study, they hope to pinpoint the factors shaping perceptions among key decision-makers in the construction value chain and devise a strategy to stand out.
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How do contractors and distributors perceive our brand relative to established competitors?
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Which unique brand attributes resonate most (e.g., durability, ease of application) among core user groups?
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What is our unaided vs. aided brand awareness in different European regions?
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Which communication channels (trade shows, digital platforms, on-site demos) are most effective for enhancing brand visibility?
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How can we leverage brand messaging to increase trust and credibility among specifiers and architects?
Scenario 2
Strengthening a Premium Brand in the Installation Market
A multinational HVAC solutions provider wants to expand its premium product line into new regions. Although recognized in its home market, brand loyalty among installers and mechanical engineers in target countries remains unclear. The company decides to run a Brand Performance and Equity study to gauge how well its premium positioning translates across diverse installation markets, identifying where and how to refine its brand messaging.
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How familiar are local installers and engineers with our premium product line, and what is their perception of our brand’s value?
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What are the key drivers of brand loyalty (e.g., product reliability, after-sales support) in each target country?
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Which brand elements—logo, slogan, or product features—resonate across cultural and market differences?
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What competitive threats or opportunities affect our brand’s position in these new regions?
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Which stakeholder group (installers, wholesalers, or end users) holds the most influence on brand adoption?
Scenario 3
Repositioning a Heritage Brand in Home Improvement Retail
A household name in DIY home paint products finds its image outdated among younger consumers and semi-professional painters. Despite decades of market presence, the brand faces stiff competition from trendy newcomers and online retailers. By initiating a Brand Communication and Messaging study, they aim to refresh their identity, appeal to a broader demographic, and reinforce their heritage of quality.
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Which aspects of our heritage resonate positively, and which parts feel dated to modern consumers?
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How do semi-professional painters compare our brand’s reputation, pricing, and product quality to newer market entrants?
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What messaging should we emphasize to highlight both innovation and tradition?
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How consistent is our brand experience across in-store retail, e-commerce platforms, and social media?
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What opportunities exist to collaborate with influencers or industry experts to strengthen brand credibility?
Key benefits of USP for your branding research
Custom made insights, tailored to your needs
Every branding research and business objective is unique; we understand this at USP. Every branding research project is tailor-made to fit your needs.
B2B and B2C
USP has extensive experience conducting branding research, focusing on the professional and consumer markets.
Worldwide coverage
USP can conduct branding studies worldwide.
Wide coverage of target groups and segments
USP can cover a wide variety of segments and target groups in the construction, installation, and home improvement business value chain.
Qualitative and quantitative market research capabilities
USP can conduct both qualitative (in-depth interviews, group discussions, etc.) and quantitative (CATI, online, etc.) branding studies.
Research topics
Every branding research project USP conducts is unique. However, there are some elements that are frequently part of our branding studies.
Brand performance
Assesses the level of recognition and familiarity your target groups have with the brand(s). It can include aided and unaided awareness, usage, preference, and promotion.
Brand Image
It focuses on the perceptions, feelings, and associations your key stakeholders have with the brand(s). It includes attributes like brand personality, values, and the emotional connection your target group(s) have with the brand(s).
Brand Equity
Measures the value of the brand in terms of perceptions and financial impact. It includes elements like brand loyalty, perceived quality, and brand associations that contribute to the brand's worth.
Brand Positioning
Evaluates how your brand(s) are positioned in relation to competitors. It involves understanding the unique value proposition of the brand(s) and how it stands out in the market.
Brand Loyalty
Assesses the level of loyalty and commitment to the brand(s) of the selected stakeholders. It includes repeat purchases, advocacy, and the likelihood of sticking with the brand(s) in the future.
Brand Reputation
It focuses on the overall perception of the brand's trustworthiness, credibility, and reliability among your stakeholders.
Brand Communication and Messaging
Evaluates the effectiveness of the brand's communication strategies, including advertising, marketing messages, and overall brand storytelling.
Brand Consistency
Assesses how consistent the brand is across different touchpoints, ensuring that the brand identity, messaging, and experiences are uniform, regardless of where or how your stakeholders interact with it.
Customer Perception and Experience
Examine how your stakeholders perceive their interactions and experiences with the brand(s), including customer service, product usage, and overall satisfaction.
Market Position and Competitive Analysis
Explores the brand's market position relative to competitors, identifying strengths, weaknesses, opportunities, and threats that affect the brand's standing.
Who benefits?
C-level professionals
Business/product development professionals
Marketing and market intelligence professionals
Investors and M&A professionals
How can we improve our brand perception and image to increase market share?
USP can establish your current brand position and image and compare it to the competition. Based on our three decades of market experience in the construction, installation, and home improvement markets, we can offer insights and advice on how and where to improve your brand's positioning and image.
How does the current branding landscape look and how should we position our brand(s) for a successful market entry?
USP can investigate what the current branding landscape looks like in a market you may like to enter. Furthermore, based on our experience and your brand values in other markets, we can advise on which brand attributes to promote when entering a new market.
We need to track and monitor our brands in multiple key markets amongst multiple key stakeholders.
As an internationally operating market-specialized research agency for the construction, installation, and home improvement markets, USP can conduct brand trackers and brand research in multiple countries at the same time, keeping the results comparable and of high quality through solid market research. With our 30+ years of industry expertise in the construction, installation, and home improvement markets, we can deliver insights and advice.
How should we value the brand equity of a company of interest?
USP can help you determine what the brand equity is based on the brand awareness, usage, and preference of the key users of the brands from the company of interest. Furthermore, USP can benchmark this against key competitors to ensure you can evaluate the brand's position in the total competitive field.
Our branding experts
Dirk Hoogenboom
Manager Sales & Marketing
Kristina Chrep
Team Leader | Consultant
FAQ
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Can USP benchmark the results of a branding research with competitors and/or similar industries?
Yes, as a specialized market research agency specializing in the construction, installation, and home improvement market segments, we can benchmark the results of your branding research with results from adjacent or relevant industries and, depending on the research set-up, also with direct competitors.
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What type of methodology does USP use when it comes to branding researches?
This depends, of course, on your wishes and the feasibility of the fieldwork. In many cases, B2B target groups in the construction and installation market segments don’t respond well to online research. Furthermore, the availability of online panels for target groups like contractors, installers, painters, and so on is very low and typically of low quality. This is why USP frequently runs B2B branding studies via phone to ensure representativeness and the highest quality of results. For B2C target groups, online research is a much more viable option.
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Can USP run branding researches in multiple countries at the same time?
Yes, one of the added values of working with USP, besides our three decades of experience in the construction, installation, and home improvement segments, is that we can run our research projects in multiple countries simultaneously, utilizing the same methodology and questionnaire (of course in native languages).
What our clients say about us
Hendrikje Budenberg
Responsable Marketing & Communication BU Technical Insulation at Saint-Gobain Technical Insulation
With USP there is always a good personal contact and the research results were great.
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