Turning Awareness into Preference: A Brand Health Perspective

The Challenge 

A well-established brand in the adhesives and sealants sector was seeking to sharpen its position within the installation, repair, and maintenance segments of the construction industry. Although the brand was known and used in its core markets, the company recognized that it needed deeper insight into how the brand was perceived — and how to secure stronger, long-term growth. 

The objective: Understand how the brand performs across key markets and what drives conversion from awareness to loyalty. 

Our Approach 

USP conducted a comprehensive brand health study in the Netherlands and France, examining the brand’s standing in the adhesives and sealants categories. The research was directed at professionals in the field — including installers, handymen, and specialized contractors — to capture both rational and emotional drivers of brand choice. 

Beyond top-of-mind awareness, the study explored funnel performance, image perception, and market-specific opportunities — distinguishing between strengths to leverage and barriers to overcome. 

The Insight 

The study surfaced distinct performance patterns in each country — revealing both shared strengths and localised blind spots. 

In the Netherlands: 

• The brand converted awareness into preference efficiently, despite ranking behind major competitors in awareness. 

• Among installers, it was perceived as high-quality and reliable, but it lacked visibility among handymen — a clear area for growth. 

• The brand’s image was solid but lacked uniqueness, performing well on functional aspects but not standing apart emotionally. 

In France: 

• Overall awareness was lower, but spontaneous recall was on par with Dutch figures — indicating growth potential. 

• The brand performed particularly well within niche segments, suggesting opportunities for broader reach. 

• It stood out more clearly from competitors on attributes like understanding user needs,  but faced challenges in perceived availability and value for money — key factors that affect usage and preference. 

The Impact 

The research uncovered clear opportunities to strengthen the brand’s market presence and distinctiveness. By aligning image perception with strategic priorities, the company gained a sharper understanding of where to focus — and why. 

USP’s findings helped guide targeted brand development efforts, tailored to each market’s maturity and audience needs. 

The Value of USP 

This case highlights USP’s ability to translate brand data into strategic action. We don’t just report metrics — we reveal what matters most for brand growth. Whether a brand is underperforming in visibility or needs to sharpen its differentiation, we provide the clarity and confidence to act. 

By uncovering the “why” behind brand perception, USP helps companies build brands that aren’t just seen — but chosen, remembered, and preferred.