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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.

Tailor made

Our research is always customized to fit your needs and helps you answer your business objectives through insights and advice.

Leading industry experts

Leverage our 30+ years of expertise in the construction, installation, and home improvement markets.

Insights and advice

Our mission is to provide insights and advice, not just data.

List of clients we worked with

Research topics

Every branding research project USP conducts is unique. However, there are some elements that are frequently part of our branding studies.

Brand performance

Assesses the level of recognition and familiarity your target groups have with the brand(s). It can include aided and unaided awareness, usage, preference, and promotion.

Brand Image

It focuses on the perceptions, feelings, and associations your key stakeholders have with the brand(s). It includes attributes like brand personality, values, and the emotional connection your target group(s) have with the brand(s).

Brand Equity

Measures the value of the brand in terms of perceptions and financial impact. It includes elements like brand loyalty, perceived quality, and brand associations that contribute to the brand's worth.

Brand Positioning

Evaluates how your brand(s) are positioned in relation to competitors. It involves understanding the unique value proposition of the brand(s) and how it stands out in the market.

Brand Loyalty

Assesses the level of loyalty and commitment to the brand(s) of the selected stakeholders. It includes repeat purchases, advocacy, and the likelihood of sticking with the brand(s) in the future.

Brand Reputation

It focuses on the overall perception of the brand's trustworthiness, credibility, and reliability among your stakeholders.

Brand Communication and Messaging

Evaluates the effectiveness of the brand's communication strategies, including advertising, marketing messages, and overall brand storytelling.

Brand Consistency

Assesses how consistent the brand is across different touchpoints, ensuring that the brand identity, messaging, and experiences are uniform, regardless of where or how your stakeholders interact with it.

Customer Perception and Experience

Examine how your stakeholders perceive their interactions and experiences with the brand(s), including customer service, product usage, and overall satisfaction.

Market Position and Competitive Analysis

Explores the brand's market position relative to competitors, identifying strengths, weaknesses, opportunities, and threats that affect the brand's standing.

Who benefits?

C-level professionals

Business/product development professionals

Marketing and market intelligence professionals

Investors and M&A professionals

How can we improve our brand perception and image to increase market share?

USP can establish your current brand position and image and compare it to the competition. Based on our three decades of market experience in the construction, installation, and home improvement markets, we can offer insights and advice on how and where to improve your brand's positioning and image.

How does the current branding landscape look and how should we position our brand(s) for a successful market entry?

USP can investigate what the current branding landscape looks like in a market you may like to enter. Furthermore, based on our experience and your brand values in other markets, we can advise on which brand attributes to promote when entering a new market.

We need to track and monitor our brands in multiple key markets amongst multiple key stakeholders.

As an internationally operating market-specialized research agency for the construction, installation, and home improvement markets, USP can conduct brand trackers and brand research in multiple countries at the same time, keeping the results comparable and of high quality through solid market research. With our 30+ years of industry expertise in the construction, installation, and home improvement markets, we can deliver insights and advice.

How should we value the brand equity of a company of interest?

USP can help you determine what the brand equity is based on the brand awareness, usage, and preference of the key users of the brands from the company of interest. Furthermore, USP can benchmark this against key competitors to ensure you can evaluate the brand's position in the total competitive field.

Team members

Dirk Hoogenboom

Manager Sales & Marketing

Kristina Chrep



  1. Can USP benchmark the results of a branding research with competitors and/or similar industries?

Yes, as a specialized market research agency specializing in the construction, installation, and home improvement market segments, we can benchmark the results of your branding research with results from adjacent or relevant industries and, depending on the research set-up, also with direct competitors.

  1. What type of methodology does USP use when it comes to branding researches?

This depends, of course, on your wishes and the feasibility of the fieldwork. In many cases, B2B target groups in the construction and installation market segments don’t respond well to online research. Furthermore, the availability of online panels for target groups like contractors, installers, painters, and so on is very low and typically of low quality. This is why USP frequently runs B2B branding studies via phone to ensure representativeness and the highest quality of results. For B2C target groups, online research is a much more viable option.

  1. Can USP run branding researches in multiple countries at the same time?

Yes, one of the added values of working with USP, besides our three decades of experience in the construction, installation, and home improvement segments, is that we can run our research projects in multiple countries simultaneously, utilizing the same methodology and questionnaire (of course in native languages).

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