TYPES OF BRANDING STUDIES

Our branding studies all come down to one common goal: increasing long term profitability by introducing, maintaining or growing your brand in a wildly competitive landscape. To help reach this goal we conduct the following two types of brand studies:

1. Brand position/ tracking studies

A successful brand strategy relies on the ability to position yourself in a way that resonates with the target audience, yet differentiates from competitors. In the construction, installation and home improvement industries, most competitor brands are trying very hard to be distinct, yet their core target groups often perceive all players in a very similar way. This is because professionals are craftsmen, who will usually put quality over price and every brand is trying to deliver just that.

A brand position study is ideal for getting an overview of your performance across countries, industries and/ or target groups, to finetune your strategy accordingly.

Competitor benchmarks are standard in brand position studies, as brand positioning is a relative, constantly changing process. As such, these studies are ideal for repetitive tracking. Brand trackers always deal with historic behaviour, as future behaviour is merely speculation. Also, the specification nature of the installation and construction industry makes it difficult to anticipate who will even be making the brand decisions in upcoming projects.

2. Brand image/ perception studies

In order to be considered, brands need to be distinctive. A relevant and appealing brand image is thus crucial. Nowadays, sustainability and digitalization are hot topics in the installation, construction and home improvement industries, and many brands are trying to build strong associations with specific key values that resonate with these topics.

The paint industry is a good example; a consumer or professional painter will not easily emotionally react to a paint brand being ‘sustainable’ but care much more when claims like ‘healthy for your wellbeing’, ‘free of solvents and preservatives’ or ‘good for the indoor environment’ are used. Taking the ‘healthy paint supplier’ position is a battle fought by many brands and suppliers, usually leading to various winners across countries, target groups, and product segments.