Custom research
Branding
The more distinct your brand is, the more valuable it will be. Especially in the construction, installation and home improvement market segments, as product differentiation is decreasing and the stakeholders are traditional and relatively brand loyal. USP has 30+ years of experience conducting branding researches in the construction, installation and home improvement markets. We can provide benchmarks, insights and advice to build on.
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our client satisfaction
1.2m+
respondents
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countries covered
30 yrs
experience
Clients we helped with branding research
Why Branding Research?
Branding is no longer just about visibility; it’s about differentiation, relevance, and long-term value. Branding research helps you understand how your brand is perceived and where it can grow.
Strengthen your market position
In markets where products and services are increasingly similar, brand perception becomes the key battleground. A strong brand helps you win preference, not just attention.
Stand out beyond product features
As competition intensifies, differentiation through features alone is no longer enough. Branding research uncovers the emotional and rational drivers that make customers choose your brand over others.
Understand perception gaps
Many brands believe they are positioned clearly — but customers often see things differently. Branding research reveals gaps between intended and actual positioning, helping you refine your strategy.
Why USP?
Whether you are looking to strengthen brand positioning, track awareness, or understand how you compare to competitors, we design research that delivers actionable branding insights.
01
USP has extensive experience in branding research among the B2B and B2C market and can reach difficult target groups. We know how to speak the language of your customers and how to translate their feedback into strategic insights.
02
With our 30+ years of experience in the construction, installation and home improvement sector, we can benchmark the results against industry standards.
03
USP operates globally and can conduct branding research worldwide.
Our research process
A proven methodology that delivers actionable insights on time and on budget
Discovery
We dive deep into your brand challenges, objectives, and target audiences.
Design
We develop a tailored methodology to measure brand health, positioning, and perception.
Fieldwork
Data collection across relevant stakeholders using rigorous quality controls.
Insights
Translating results into clear positioning strategies and actionable recommendations.
How do we do it?
USP uses a structured branding framework to measure and understand your brand performance across key dimensions. Every study is tailored to your specific brand and market context.
Brand Awareness
How well is your brand known among target groups (unaided and aided)? [usp-research.com]
Brand Perception
What do stakeholders associate with your brand? (e.g. innovation, reliability, value)
Brand Positioning
How does your brand compare to competitors in the minds of customers?
Brand Preference
How likely are customers to choose your brand over alternatives?
Benefits of working with USP
Branding research goes beyond measuring awareness — it helps you actively shape your brand strategy and market position.
Turn perception into preference
A strong brand doesn’t just get recognised — it gets chosen. By strengthening your positioning, you increase preference and long-term customer value.
Benchmark your brand strength
Benchmarking your brand against competitors gives you a clear view of your market position and progress over time.
Focus on what truly differentiates
Not every brand attribute drives impact. We identify what truly differentiates your brand, so you can focus investments where they matter most.
What our clients say about us
Hendrikje Budenberg
Responsable Marketing & Communication BU Technical Insulation at Saint-Gobain Technical Insulation
With USP there is always a good personal contact and the research results were great.
Gordana Faust
Market Intelligence Specialist, Rothenberger
The cooperation was perfect in every way, the project managers from USP have a lot of knowledge and are very reliable.
Michelle Lange
Marketing director at Wavin North America
USP has a commitment to provide high-quality and useful results.
Contact us
Send us a message
Please contact our office or fill in the contact form and our specialists will contact you.
PHONE
+31 10 2066900ADDRESS
Max Euwelaan 51
3062 MA Rotterdam