{"id":13725,"date":"2025-04-17T14:11:02","date_gmt":"2025-04-17T14:11:02","guid":{"rendered":"https:\/\/www.usp-research.com\/insights\/uncategorized\/\/"},"modified":"2025-05-21T12:13:13","modified_gmt":"2025-05-21T12:13:13","slug":"a-global-brand-performance-framework-for-a-leading-coatings-manufacturer","status":"publish","type":"post","link":"https:\/\/www.usp-research.com\/nl\/insights\/case-studies\/a-global-brand-performance-framework-for-a-leading-coatings-manufacturer\/","title":{"rendered":"Een wereldwijd merkprestatieraamwerk voor een toonaangevende fabrikant van coatings"},"content":{"rendered":"<h2>De Klant<\/h2>\n<p>Een toonaangevende wereldwijde fabrikant van coatings, actief op alle continenten en in meer dan 70 landen, met een breed scala aan sectoren, van bouw en automotive tot lucht- en ruimtevaart, industrie en residenti\u00eble markten. Met een sterke focus op innovatie, duurzaamheid en een divers portfolio van vertrouwde merken, staat de klant bekend om technische expertise en toewijding aan prestaties in de wereldwijde coatingsindustrie.<\/p>\n<h2><strong>De Uitdaging<\/strong><\/h2>\n<h2><strong>Strategisch Doel<\/strong><\/h2>\n<p>De klant wilde zijn globale en lokale brandingstrategie\u00ebn versterken door het harmoniseren van KPI-tracking voor merken over verschillende markten en bedrijfssegmenten. Voorheen werden merkprestaties regionaal op verschillende manieren gemeten, wat leidde tot inconsistenties in datavergelijkbaarheid. Er was behoefte aan een robuuste, gestandaardiseerde aanpak die zou zorgen voor:<\/p>\n<ul>\n<li>Een uniforme prestatiemeting van merken over diverse producttypen en markten<\/li>\n<li>Benchmarkmogelijkheden om prestaties te vergelijken met belangrijke concurrenten<\/li>\n<li>Bruikbare inzichten ter ondersteuning van strategische merk- en marketingbeslissingen wereldwijd en lokaal<\/li>\n<\/ul>\n<h3><strong>Complexiteit van de Markt<\/strong><\/h3>\n<p>De complexiteit van het project werd versterkt door:<\/p>\n<ul>\n<li>Diverse consumententrends en verwachtingen per regio<\/li>\n<li>Een zeer competitieve markt<\/li>\n<li>Een groot portfolio met zowel wereldwijde als lokaal gepositioneerde merken<\/li>\n<li>De noodzaak om data te integreren van twee verschillende klanttypen: huiseigenaren (retail) en professionals (trade)<\/li>\n<\/ul>\n<h2><strong>De Aanpak<\/strong><\/h2>\n<p>USP ontwierp een uitgebreid, meerlagig onderzoeksprogramma, op maat gemaakt om de ambitie van de klant om operationele uitmuntendheid in merkbeheer te bereiken, te ondersteunen.<\/p>\n<h3><strong>Scope &amp; Methodologie<\/strong><\/h3>\n<ul>\n<li>Geografie: 25 landen verspreid over vier wereldregio\u2019s: Europa, Noord-Amerika, Mexico en Australi\u00eb<\/li>\n<li>Segmenten: Huiseigenaren (CAWI-methodologie, N=300\u20131600 per land) en Professionals (CATI-methodologie, N=100\u2013400 per land)<\/li>\n<li>KPI Framework:\n<ul>\n<li>Brand Funnel Metrics: Awareness, Consideration, Usage, Preference<\/li>\n<li>Brand Experience: Net Promoter Score (NPS), Prijsperceptie<\/li>\n<li>Brand Imagery: Belangrijke merkwaarden<\/li>\n<li>Aanvullende land- en regiogebonden indicatoren<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><strong>Uitvoering &amp; Levering<\/strong><\/h3>\n<ul>\n<li>Het project was USP\u2019s grootste tot nu toe en bracht twee gespecialiseerde Business Units samen \u2014 Construction en Home Improvement.<\/li>\n<li>Het liep bijna een jaar en bestond uit:\n<ul>\n<li>Voorbereiding &amp; Afstemming: 2\u20133 maanden intensieve online workshops met wereldwijde klantenteams om gestandaardiseerde vragenlijsten en een wereldwijd consistent project op te zetten, terwijl lokale marktbehoeften werden bediend.<\/li>\n<li>Data Verzameling &amp; Monitoring: Grootschalig veldwerk met dagelijkse voortgangscontrole en datavalidatie om consistente kwaliteit te waarborgen.<\/li>\n<li>Inzichtelijke Rapportage: Gedetailleerde rapporten per land, regionale samenvattingen en interactieve PowerBI-dashboards op regionaal en globaal niveau.<\/li>\n<li>Klantbetrokkenheid: Presentaties in regiowerkplaatsen met regionale managers, marketeers, merkexperts en portfolio-strategen.<\/li>\n<li>Voortdurende Ondersteuning: USP bleef beschikbaar voor vervolgadvies, marktspecifieke analyses en planning van de volgende onderzoeksfase in 2025.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><strong>Resultaat<\/strong><\/h2>\n<p>Hoewel merkstrategie-initiatieven vaak tijd nodig hebben om meetbare effecten te tonen, suggereren vroege signalen dat de inzichten actief worden gebruikt als basis voor marketing- en merkplanning.<\/p>\n<p>Het project leverde:<\/p>\n<ul>\n<li>Een gecentraliseerd platform voor het volgen van merk-KPI\u2019s over markten heen<\/li>\n<li>Strategische en tactische aanbevelingen per merk en markt<\/li>\n<li>Een geharmoniseerde aanpak voor voortdurende trendmonitoring en benchmarking<\/li>\n<\/ul>\n<h3><strong>Klantfeedback<\/strong><\/h3>\n<p>\u201cUSP\u2019s inzichten hebben ons geholpen de groei van het bedrijf te versnellen \u2026 het USP-team was altijd toegewijd en werkte mee om aan onze behoeften te voldoen, ook wanneer deadlines of details veranderden.\u201d<\/p>\n<h2><strong>Waarom USP?<\/strong><\/h2>\n<p>Met meer dan 30 jaar ervaring in de bouw- en woningverbeteringssector \u2014 en bijna twee decennia samenwerking met deze klant in de EMEA-regio \u2014 was USP bij uitstek geschikt om de samenwerking op globaal niveau uit te breiden. De klant vertrouwde USP vanwege:<\/p>\n<ul>\n<li>Diepe industriespecialisatie<\/li>\n<li>Betrouwbare, kwalitatieve uitvoering<\/li>\n<li>Professioneel en betrokken team<\/li>\n<li>Sterke adviserende vaardigheden<\/li>\n<\/ul>\n<p>Als je wilt kan ik dit verder uitbreiden of een samenvatting maken!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leer meer over onze onderzoeksprogramma\u2019s voor merkpositionering en hoe we andere klanten in diverse sectoren hebben geholpen.<\/p>\n","protected":false},"author":9,"featured_media":13407,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-case-study.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[158],"tags":[356,451,453,169],"class_list":["post-13725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-branding-nl","tag-case-study-nl","tag-coating-nl","tag-construction-nl","sector-construction"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Merkprestatieraamwerk voor een toonaangevende fabrikant van coatings<\/title>\n<meta name=\"description\" content=\"Ontdek diepgaand segmentatieonderzoek. 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