Hanley Wood Releases Findings of the 2019 BUILDER Brand Use Study

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Results show continued movement in brand leaders and willingness to try new brands

“Our 2019 BUILDER Brand Use Study confirms that it is critical for building product manufacturers to demonstrate advanced product features, performance and quality to set themselves apart from their competitors,” said Ron Spink, Executive Vice President, Design:Build Group.

Hanley Wood, the premier information, media, event, and strategic marketing services company serving the residential, commercial design and construction industries, has released the findings of the 2019 BUILDER Brand Use Study to its building product manufacturer customers. Results from this year’s study show continued movement in brand leaders compared to last year, and a continued willingness among builders to try new brands.

“Our 2019 BUILDER Brand Use Study confirms that it is critical for building product manufacturers to demonstrate advanced product features, performance and quality to set themselves apart from their competitors,” said Ron Spink, Executive Vice President, Design:Build Group. “A strong brand identity and reputation; as well as advanced product features and quality are essential to reaching and driving adoption among builders.”

For nearly 30 years, BUILDER—the leading media brand in the residential construction industry, has issued its annual Brand Use Study. The report has become one of the most anticipated industry resources for trends, brand and product information. The 2019 study was conducted in collaboration with The Farnsworth Group, a leading industry market research firm, and represents a sample of 1,059 qualified builders, builder/developers and general contractors.

The 2019 BUILDER Brand Use Study found that 66% of respondents indicate an interest in trying building product brands that they have not used in the past—an increase of 2% compared to last year. The top reasons they give for this willingness to try new brands include advanced or new product features (77%), price (50%), and quality (47%).

The BUILDER Brand Use Study examined:

  • Brand familiarity, brands used most, brands used within the past two years and brand quality across 50 building product categories
  • Analysis of brand metrics by size of builder, sale price of homes built and geographic region
  • Respondents’ willingness to try to brands they haven’t used in the past
  • Decision-maker involvement in the final building product selection process
  • Importance of factors influencing brand selection

The 2019 BUILDER Brand Use Survey results can be found on BUILDER’s website here.

About BUILDER
Hanley Wood’s BUILDER is the leading authority in the residential construction industry and serves as the magazine of the National Association of Home Builders (NAHB). For more than three decades, BUILDER has provided essential news, information and resources about products, technologies, trends, regulatory requirements and best practices to help home building professionals succeed in today’s market. Learn more, visit builderonline.com.

About Hanley Wood
Hanley Wood is the premier company serving the information, media, and marketing needs of the residential, commercial design and construction industry. Utilizing the largest analytics and editorially driven Construction Industry Database - powered by Metrostudy - the company provides business intelligence and data-driven services. The company produces award-winning media, high-profile executive events, and strategic marketing solutions. To learn more, visit http://www.hanleywood.com.

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LAUREN FITZGERALD
Hanley Wood

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