Branding is a very important tool in the marketeers toolbox, even more so for the home improvement market. In this market, product competition is very high and product differentiation is difficult. Furthermore, private labels are commonplace in the home improvement market, which further emphasis the need for a good brand strategy. A more differentiated and diffuse customer journey is also another key driver for an increased attention to branding and brand awareness/image.
Q3 European Home Improvement Monitor: Branding
This is why, every year in the Q3 2019 Home Improvement Monitor Report, USP conducts a branding research. In this edition we focus on the brand awareness and image of home improvement product brands from the perspective of the consumer. We also investigated how the consumers rank and rate the European DIY retail chains. Furthermore, we look into the attitude of consumers towards private labels.