2012 brand use study - cdnassets.hw.net

2012 Brand Use Study

Published by

One Thomas Circle NW, Suite 600

Washington, DC 20005

Conducted by

© 2011 Hanley Wood

i


Contents

Purpose ..................................................................1 Method...................................................................2 Data Interpretation.................................................3 About Readex ........................................................4 Top 3 Brands Explanation .....................................5 Summary Results

Key to Tables -- 88 Number of Residential Units Built -- 89 Average Sale Price -- 90 Willingness to Try New Brands -- 91 Reasons for Willingness to Try New Brands -- 92 Final Brand Decision Maker -- 93 Change in Role of Dealer/Distributor -- 94 Importance of Green/Sustainable Features in Brand Selection -- 95 Geographic Distribution -- 99

PRODUCT CATEGORIES (starting page)

Bath Accessories 6 100 Bath Fixtures 7 104 Bathroom Ventilation/Fans 8 108 Builder Instruments 9 112 Cabinets: Semi-Custom and Custom 10 116 Cabinets: Stock 11 120 Carpet 12 124 Caulks/Sealants 13 128 Central Vacuums 14 132 Ceramic Tile 15 136 Closet/Organization Systems 16 140 Compact Equipment 17 144 Decking: Composite/PVC 18 148 Decorative Mouldings & Columns: Exterior 19 152 Decorative Mouldings/Trim/Columns: Interior 20 156 Dishwashers 21 160 Disposers 22 164 Doors: Entry 23 168 Doors: Garage 24 172 Doors: Interior Passage 25 176 Doors: Patio 26 180

© 2011 Hanley Wood

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Summary Results

Electrical Systems/Load Centers 27 188 Elevators: Residential 28 192 Engineered I-Joists 29 196 Exterior Foundation Waterproofing (Construction Phase) 30 200 Exterior Trim 31 204 Exterior Wall Sheathing 32 208 Faucets 33 212 Finance/Mortgage Companies 34 216 Fireplaces/Wood Stoves 35 220 Flooring: Laminate 36 224 Flooring: Vinyl 37 228 Flooring: Wood 38 232 Garage Door Openers 39 236 Generators: Portable 40 240 Generators: Stationary 41 244 Home Entertainment 42 248 Housewrap 43 252 HVAC 44 256 Insulation 45 260 Kitchen Sinks 46 264 Laundry Appliances 47 268 Lighting 48 272 Lighting Controls/Switches 49 276 Locksets/Hardware 50 280 Manufactured Stone 51 284 Oriented Strand Board 52 288 Outdoor Kitchens/Grills/Barbeques 53 292 Paints 54 296 Protective Surfacing 55 300 Radiant Barrier Sheathing 56 304 Range Hoods 57 308 Ranges/Cooktops 58 312 Refrigerators 59 316 Retaining Walls 60 320 Ridge Vent Systems 61 324 Roofing: Asphalt/Fiberglass Shingles 62 328 Roofing: Clay/Concrete/Synthetic Tiles 63 332 Roofing: Metal 64 336 Roofing: Photovoltaic 65 340 Shower Doors/Surrounds 66 344 Siding: Brick 67 348

© 2011 Hanley Wood

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Summary Results Siding: EIFS/Stucco 68 352 Siding: Engineered Wood 69 356 Siding: Fiber Cement 70 360 Siding: Insulated 71 364 Siding: Vinyl 72 368 Speakers: Outdoor 73 372 Stains/Varnishes 74 376 Surfacing: Laminate 75 380 Surfacing: Quartz 76 384 Surfacing: Solid Surfaces 77 388 Trucks: Pickup 78 392 Underlayment 79 396 Wallboard 80 400 Water Heaters 81 404 Whirlpool Baths 82 408 Windows: Skylights/Roof 83 412 Windows: Vinyl 84 416 Windows: Wood & Clad-Wood 85 420

Appendix Sample Composition .......................................................A1 Mailing Series..................................................................A2 Caution ............................................................................A3 Survey Correspondence...................................................A4 Survey Questionnaire ......................................................A9

Brand Index

© 2012 Hanley Wood

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Purpose The findings cited in this report are based on a survey sponsored by Hanley Wood on behalf of their publication, Builder. The purpose of this research project was to provide the editors and advertisers with a profile of the brands used by builders. The main areas of inquiry included:

♦ the number and average sale price of residential units respondents� firms were involved with building in 2011

♦ the importance of green/sustainable features/attributes in their brand selection decision in each of 80 product categories

♦ respondents� familiarity with, use of, and opinions about brands in 80 product categories

© 2012 Hanley Wood

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Method The survey sample of 10,800 was selected in systematic fashion by Hanley Wood and Readex from domestic recipients of Builder classified as �builder, builder-developer, or general contractor,� including those who receive Builder as a benefit of NAHB membership, but excluding those classified as �do not promote.� The sample represented 84,502 recipients at the time of selection. Twelve versions of a 4-page questionnaire (5.5� x 8.5� pages) were designed jointly by Hanley Wood and Readex. Data was collected via mail survey from August 9 to September 29, 2011. The survey was closed for tabulation with 3,133 usable responses�a 29% response rate. The margin of error for percentages based on all 3,133 usable responses is ±1.7 percentage points at the 95% confidence level. The margin of error for percentages based on the total answering for each product category asked about in this study is approximately 6 percentage points. The margin of error for percentages based on smaller sample sizes�census regions, for example�will be larger. (Please refer to the Appendix for more details of the method.)

© 2012 Hanley Wood

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Data Interpretation Mean A mean is the arithmetic average of a distribution (i.e., a set of values). Because it is arithmetically calculated, it can be multiplied by the population represented to estimate a total projected volume. For example, if 100 survey respondents (representing 10,000 people in the population) reported mean expenditures of $100 each, total expenditures for that population are estimated as 10,000 x $100 = 1,000,000. Means are very much influenced by extremely large or extremely small values in the distribution (e.g., one millionaire can substantially raise an estimate of average income). Means for grouped data are calculated using the midpoint of each range. The lowest-valued group is represented by its largest value; the highest-valued group by its lowest.

Median A median is the value that lies at the middle of a distribution: that is, 50% of the values are above it and 50% are below. It represents the �typical� response, and is not influenced by extreme values. For most distributions, the median will be either roughly equal to, or significantly smaller than the mean. Medians for grouped data are calculated by locating the group which contains the 50th percentile, then interpolating between the lower and upper bounds to estimate the precise value. Only the values listed above the statistics on a data table are used in the calculations.

© 2012 Hanley Wood

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About Readex Readex Research is a nationally recognized independent research company located in Stillwater, Minnesota. Its roots are in survey research for the magazine publishing industry, but specialization in conducting high-quality survey research (by mail and/or the Internet) has brought clients from many other markets, including associations, corporate marketers and communicators, and government agencies. Since its founding in 1947, Readex has completed thousands of surveys for a lengthy and diverse list of clients. As a full-service survey research supplier, Readex provides in-house processing of all phases of each project (traditional mailing, broadcast emailing, and data processing) to ensure complete control over project quality and schedule. Analytical capabilities include a range of multivariate statistics and modeling techniques, in addition to the more traditional stub-and-banner tabulations. This survey was conducted and this report was prepared by Readex in accordance with accepted research standards and practices.

© 2012 Hanley Wood

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Top 3 Brands The following pages present a graphic summary of brand-related results in alphabetical order by product category. Only the top three brands have been included in the charts for each question, based strictly on the percentage indicating each brand (or the average rating provided for each) regardless of sampling error. Results for all brands and all questions are listed in the Results section of this report.

Bases for Results The bases for the percentages vary depending on the number who indicated their firms used each category in the past 2 years for the charts showing brand familiarity, brands used in the past 2 years, and brands used the most. Multiple responses were allowed for each. Results for the quality ratings are based on those giving a rating for each brand. Quality ratings based on fewer than 30 responses are considered statistically unstable and have been asterisked in the Results. They have also been omitted from the summary charts.

Survey Questions The survey questions related to these charts were as follows:

For each product listed in the survey and for that product specifically …

a. Which brands have you HEARD OF?

b. Which brands has your firm USED IN THE PAST 2 YEARS (including brands you

subcontracted with others to install)?

c. Which brand(s) does your firm USE THE MOST?

d. How would you rate the QUALITY of each brand you are familiar with?

© 2012 Hanley Wood

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Top 3 BATH ACCESSORIES

Brand Familiarity

95%

89%

88%

0% 20% 40% 60% 80% 100%

Kohler

Delta Matching Bath Accessories

American Standard

% who heard of each

Brands Used in Past 2 Years

77%

63%

60%

60%

0% 20% 40% 60% 80% 100%

Kohler

Moen/Creative Specialties Int'l


American Standard

Brands Used the Most

40%

29%

25%

0% 20% 40% 60% 80% 100%

Kohler

Moen/Creative Specialties Int'l


Quality Rating

5.98

5.76

5.65

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Kohler

Grohe

Baldwin

mean (1 = poor; 7 = excellent)

© 2012 Hanley Wood

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Top 3 BATH FIXTURES

Brand Familiarity

91%

87%

68%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Jacuzzi

% who heard of each


78%

63%

34%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Jacuzzi


42%

20%

9%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Jacuzzi

Quality Rating

6.10

5.76

5.73

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Kohler

Toto

Grohe


© 2012 Hanley Wood

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Top 3 BATHROOM VENTILATION/FANS

Brand Familiarity

82%

74%

51%

0% 20% 40% 60% 80% 100%

NuTone

Broan

Panasonic

% who heard of each


65%

56%

28%

0% 20% 40% 60% 80% 100%

NuTone

Broan

Panasonic


33%

29%

11%

0% 20% 40% 60% 80% 100%

Broan

NuTone

Panasonic

Quality Rating

5.62

5.50

5.48

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Panasonic

Broan

NuTone


© 2012 Hanley Wood

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Top 3 BUILDER INSTRUMENTS

Brand Familiarity

74%

71%

40%

0% 20% 40% 60% 80% 100%

DeWalt

Stanley

David White

% who heard of each


53%

50%

19%

0% 20% 40% 60% 80% 100%

DeWalt

Stanley

David White


31%

21%

6%

0% 20% 40% 60% 80% 100%

DeWalt

Stanley

Topcon

Quality Rating

5.81

5.68

5.62

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Topcon

DeWalt

Berger


© 2012 Hanley Wood

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Top 3 CABINETS: SEMI-CUSTOM AND CUSTOM

Brand Familiarity

70%

35%

32%

0% 20% 40% 60% 80% 100%

KraftMaid

Wellborn

Quaker Maid

% who heard of each


27%

9%

8%

8%

0% 20% 40% 60% 80% 100%

KraftMaid

Quaker Maid

Wellborn

Wood-Mode


14%

3%

2%

0% 20% 40% 60% 80% 100%

KraftMaid

Wood-Mode

*

*Bruce; Quaker Maid; Wellborn; Decora

Quality Rating

5.47

5.29

5.05

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Wood-Mode

Wellborn

KraftMaid


© 2012 Hanley Wood

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Top 3 CABINETS: STOCK

Brand Familiarity

62%

52%

47%

0% 20% 40% 60% 80% 100%

KraftMaid

Merillat

Aristokraft

% who heard of each


22%

21%

13%

0% 20% 40% 60% 80% 100%

KraftMaid

Merillat

Aristokraft


10%

8%

6%

0% 20% 40% 60% 80% 100%

KraftMaid

Merillat

Aristokraft

Quality Rating

5.14

5.03

4.94

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Kitchen Craft

KraftMaid

Merillat


© 2012 Hanley Wood

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Top 3 CARPET

Brand Familiarity

76%

69%

21%

0% 20% 40% 60% 80% 100%

Mohawk

Shaw Industries

Dalton Paradise Carpet

% who heard of each


58%

52%

6%

0% 20% 40% 60% 80% 100%

Mohawk

Shaw Industries



28%

28%

2%

0% 20% 40% 60% 80% 100%

Shaw Industries

Mohawk


Quality Rating

5.67

5.60

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Shaw Industries

Mohawk

(no others based on 30+)


© 2012 Hanley Wood

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Top 3 CAULKS/SEALANTS

Brand Familiarity

81%

74%

65%

0% 20% 40% 60% 80% 100%

DAP (Phenoseal)

GE Silicones, Sealants, Adhesives

Gorilla Glue

% who heard of each


67%

60%

45%

0% 20% 40% 60% 80% 100%

DAP (Phenoseal)


Gorilla Glue


32%

27%

19%

0% 20% 40% 60% 80% 100%

DAP (Phenoseal)


GREAT STUFF

Quality Rating

5.88

5.87

5.78

1.00 2.00 3.00 4.00 5.00 6.00 7.00

GREAT STUFF


Gorilla Glue


© 2012 Hanley Wood

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Top 3 CENTRAL VACUUMS

Brand Familiarity

58%

52%

51%

0% 20% 40% 60% 80% 100%

NuTone

Hoover

Eureka

% who heard of each


20%

16%

10%

0% 20% 40% 60% 80% 100%

NuTone

Beam

Hoover


13%

8%

4%

0% 20% 40% 60% 80% 100%

NuTone

Beam

Hoover

Quality Rating

5.65

5.55

5.39

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Beam

NuTone

Hoover


© 2012 Hanley Wood

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Top 3 CERAMIC TILE

Brand Familiarity

64%

62%

46%

0% 20% 40% 60% 80% 100%

Armstrong

Dal-Tile

American Olean

% who heard of each


44%

35%

24%

24%

0% 20% 40% 60% 80% 100%

Dal-Tile

Armstrong

American Olean

Florida Tile


19%

13%

10%

0% 20% 40% 60% 80% 100%

Dal-Tile

Armstrong

Florida Tile

Quality Rating

5.76

5.69

5.55

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Florida Tile

Dal-Tile

Armstrong


© 2012 Hanley Wood

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Top 3 CLOSET/ORGANIZATION SYSTEMS

Brand Familiarity

65%

64%

55%

0% 20% 40% 60% 80% 100%

Rubbermaid

Closet Maid

California Closets

% who heard of each


34%

23%

15%

0% 20% 40% 60% 80% 100%

Closet Maid

Rubbermaid

California Closets


20%

10%

4%

0% 20% 40% 60% 80% 100%

Closet Maid

Rubbermaid

California Closets

Quality Rating

5.56

5.56

5.40

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Rubbermaid

California Closets

Closet Maid


© 2012 Hanley Wood

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Top 3 COMPACT EQUIPMENT

Brand Familiarity

75%

71%

70%

0% 20% 40% 60% 80% 100%

Bobcat Company

Caterpillar

John Deere

% who heard of each


39%

29%

27%

0% 20% 40% 60% 80% 100%

Bobcat Company

John Deere

Caterpillar


24%

13%

13%

0% 20% 40% 60% 80% 100%

Bobcat Company

Caterpillar

John Deere

Quality Rating

6.19

6.14

6.06

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Caterpillar

Bobcat Company

John Deere


© 2012 Hanley Wood

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Top 3 DECKING: COMPOSITE/PVC

Brand Familiarity

79%

61%

53%

0% 20% 40% 60% 80% 100%

Trex

AZEK Decks

CertainTeed EverNew

% who heard of each


49%

27%

19%

0% 20% 40% 60% 80% 100%

Trex

AZEK Decks

TimberTech


27%

14%

7%

0% 20% 40% 60% 80% 100%

Trex

AZEK Decks

TimberTech

Quality Rating

5.50

5.48

5.32

1.00 2.00 3.00 4.00 5.00 6.00 7.00

AZEK Decks

TimberTech

Trex


© 2012 Hanley Wood

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Top 3 DECORATIVE MOULDINGS & COLUMNS:

EXTERIOR

Brand Familiarity

49%

40%

26%

0% 20% 40% 60% 80% 100%

Fypon

CertainTeed Restoration Millwork

Aristocast

% who heard of each


27%

12%

9%

0% 20% 40% 60% 80% 100%

Fypon

Permacast (HB&G)

Mid-America Siding Components


15%

7%

3%

3%

0% 20% 40% 60% 80% 100%

Fypon

Permacast (HB&G)


Mid-America Siding Components

Quality Rating

5.74

5.71

5.27

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Permacast (HB&G)

Fypon



© 2012 Hanley Wood

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Top 3 DECORATIVE MOULDINGS/TRIM/COLUMNS:

INTERIOR

Brand Familiarity

44%

32%

26%

26%

0% 20% 40% 60% 80% 100%

Fypon

Flex Trim

Aristocast

Permacast (HB&G)

% who heard of each


23%

17%

12%

0% 20% 40% 60% 80% 100%

Fypon

Flex Trim

Permacast (HB&G)


11%

5%

5%

0% 20% 40% 60% 80% 100%

Fypon

Flex Trim

Permacast (HB&G)

Quality Rating

5.74

5.69

5.63

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Permacast (HB&G)

Fypon

Flex Trim


© 2012 Hanley Wood

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Top 3 DISHWASHERS

Brand Familiarity

89%

88%

86%

0% 20% 40% 60% 80% 100%

Whirlpool

Kenmore (Sears)

GE Appliances

% who heard of each


53%

47%

39%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

KitchenAid


29%

19%

15%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

KitchenAid

Quality Rating

5.79

5.68

5.58

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Viking

Thermador

Bosch


© 2012 Hanley Wood

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Top 3 DISPOSERS

Brand Familiarity

73%

70%

69%

0% 20% 40% 60% 80% 100%

In-Sink-Erator

GE Appliances

KitchenAid

% who heard of each


57%

40%

33%

0% 20% 40% 60% 80% 100%

In-Sink-Erator

GE Appliances

KitchenAid


35%

18%

10%

0% 20% 40% 60% 80% 100%

In-Sink-Erator

GE Appliances

Whirlpool

Quality Rating

5.78

5.53

5.28

1.00 2.00 3.00 4.00 5.00 6.00 7.00

In-Sink-Erator

KitchenAid

Whirlpool


© 2012 Hanley Wood

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Top 3 DOORS: ENTRY

Brand Familiarity

84%

82%

79%

0% 20% 40% 60% 80% 100%

Pella

JELD-WEN

Therma-Tru

% who heard of each


51%

42%

42%

42%

0% 20% 40% 60% 80% 100%

Therma-Tru

JELD-WEN

Pella

Masonite


28%

18%

15%

15%

0% 20% 40% 60% 80% 100%

Therma-Tru

Masonite

Pella

JELD-WEN

Quality Rating

5.85

5.62

5.45

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Pella

Therma-Tru

Simpson


© 2012 Hanley Wood

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Top 3 DOORS: GARAGE

Brand Familiarity

72%

62%

53%

0% 20% 40% 60% 80% 100%

Overhead Door

Wayne-Dalton

Clopay

% who heard of each


39%

26%

24%

0% 20% 40% 60% 80% 100%

Overhead Door

Wayne-Dalton

Clopay


23%

16%

12%

0% 20% 40% 60% 80% 100%

Overhead Door

Wayne-Dalton

Clopay

Quality Rating

5.65

5.47

5.40

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Overhead Door

Wayne-Dalton

Raynor


© 2012 Hanley Wood

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Top 3 DOORS: INTERIOR PASSAGE

Brand Familiarity

74%

66%

33%

0% 20% 40% 60% 80% 100%

Masonite

JELD-WEN

Benchmark

% who heard of each


50%

32%

13%

0% 20% 40% 60% 80% 100%

Masonite

JELD-WEN

Simpson


29%

13%

5%

5%

0% 20% 40% 60% 80% 100%

Masonite

JELD-WEN

Simpson

Colonist

Quality Rating

5.57

5.31

5.25

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Simpson

JELD-WEN

Masonite


© 2012 Hanley Wood

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Top 3 DOORS: PATIO

Brand Familiarity

88%

77%

76%

0% 20% 40% 60% 80% 100%

Andersen

JELD-WEN

Pella

% who heard of each


56%

36%

33%

0% 20% 40% 60% 80% 100%

Andersen

JELD-WEN

Pella


27%

15%

14%

0% 20% 40% 60% 80% 100%

Andersen

Pella

JELD-WEN

Quality Rating

5.89

5.83

5.72

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Andersen

Marvin

Pella


© 2012 Hanley Wood

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Top 3 ELECTRICAL SYSTEMS/LOAD CENTERS

Brand Familiarity

68%

64%

48%

0% 20% 40% 60% 80% 100%

Square D by Schneider Electric

GE Appliances

Siemens/Murray

% who heard of each


50%

35%

23%

0% 20% 40% 60% 80% 100%


GE Appliances

Siemens/Murray


32%

20%

11%

0% 20% 40% 60% 80% 100%


GE Appliances

Siemens/Murray

Quality Rating

6.03

5.88

5.52

1.00 2.00 3.00 4.00 5.00 6.00 7.00


Siemens/Murray

Eaton Electrical


© 2012 Hanley Wood

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Top 3 ELEVATORS: RESIDENTIAL

Brand Familiarity

33%

24%

23%

0% 20% 40% 60% 80% 100%

Otis at home

Inclinator

ThyssenKrupp Access

% who heard of each


6%

4%

2%

0% 20% 40% 60% 80% 100%

Otis at home

ThyssenKrupp Access

Inclinator


4%

2%

1%

0% 20% 40% 60% 80% 100%

Otis at home

ThyssenKrupp Access

Inclinator

Quality Rating

1.00 2.00 3.00 4.00 5.00 6.00 7.00

(none based on 30+)


© 2012 Hanley Wood

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Top 3 ENGINEERED I-JOISTS

Brand Familiarity

77%

69%

58%

0% 20% 40% 60% 80% 100%

Georgia-Pacific

Boise Cascade

TJI Joists (iLevel)

% who heard of each


43%

36%

35%

0% 20% 40% 60% 80% 100%

Georgia-Pacific

Boise Cascade

TJI Joists (iLevel)


19%

17%

16%

0% 20% 40% 60% 80% 100%

TJI Joists (iLevel)

Boise Cascade

Georgia-Pacific

Quality Rating

5.75

5.75

5.71

1.00 2.00 3.00 4.00 5.00 6.00 7.00

TJI Joists (iLevel)

Georgia-Pacific

Boise Cascade


© 2012 Hanley Wood

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Top 3 EXTERIOR FOUNDATION WATERPROOFING

(CONSTRUCTION PHASE)

Brand Familiarity

55%

38%

26%

0% 20% 40% 60% 80% 100%

CertainTeed Form-A-Drain

Tuff-N-Dri

Ultra-Shield

% who heard of each


18%

16%

7%

0% 20% 40% 60% 80% 100%


Tuff-N-Dri

Ultra-Shield


11%

8%

4%

0% 20% 40% 60% 80% 100%


Tuff-N-Dri

Watchdog

Quality Rating

5.56

5.45

5.30

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Tuff-N-Dri


Ultra-Shield


© 2012 Hanley Wood

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Top 3 EXTERIOR TRIM

Brand Familiarity

77%

53%

43%

0% 20% 40% 60% 80% 100%

HardieTrim (James Hardie)

AZEK Trimboards

Fypon

% who heard of each


57%

34%

24%

0% 20% 40% 60% 80% 100%


AZEK Trimboards

Fypon


28%

17%

7%

7%

0% 20% 40% 60% 80% 100%


AZEK Trimboards

Fypon

MiraTEC

Quality Rating

5.85

5.76

5.63

1.00 2.00 3.00 4.00 5.00 6.00 7.00

AZEK Trimboards


TrexTrim


© 2012 Hanley Wood

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Top 3 EXTERIOR WALL SHEATHING

Brand Familiarity

54%

51%

48%

0% 20% 40% 60% 80% 100%

Dow Styrofoam

Georgia-Pacific (DensGlass Gold)

Owens Corning

% who heard of each


32%

27%

27%

0% 20% 40% 60% 80% 100%

Dow Styrofoam


US Gypsum


13%

13%

12%

0% 20% 40% 60% 80% 100%

US Gypsum


Dow Styrofoam

Quality Rating

5.87

5.79

5.68

1.00 2.00 3.00 4.00 5.00 6.00 7.00


Dow Styrofoam

US Gypsum


© 2012 Hanley Wood

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Top 3 FAUCETS

Brand Familiarity

86%

84%

82%

0% 20% 40% 60% 80% 100%

Delta

Moen

Kohler

% who heard of each


65%

63%

60%

0% 20% 40% 60% 80% 100%

Delta

Moen

Kohler


34%

30%

29%

0% 20% 40% 60% 80% 100%

Delta

Moen

Kohler

Quality Rating

6.10

6.02

5.94

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Grohe

Kohler

Hansgrohe


© 2012 Hanley Wood

34


Top 3 FINANCE/MORTGAGE COMPANIES

Brand Familiarity

68%

67%

58%

0% 20% 40% 60% 80% 100%

Bank of America

Wells Fargo Home Mortgage

Capital One

% who heard of each


25%

23%

11%

0% 20% 40% 60% 80% 100%

Bank of America


Capital One


10%

6%

5%

5%

0% 20% 40% 60% 80% 100%

Bank of America


Capital One

Chase Home Finance

Quality Rating

4.86

4.65

4.65

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Capital One

Chase Home Finance

GMAC


© 2012 Hanley Wood

35


Top 3 FIREPLACES/WOOD STOVES

Brand Familiarity

55%

49%

48%

0% 20% 40% 60% 80% 100%

Heatilator

Majestic

Heat & Glo

% who heard of each


29%

23%

22%

0% 20% 40% 60% 80% 100%

Heatilator

Heat & Glo

Majestic


13%

10%

9%

0% 20% 40% 60% 80% 100%

Heatilator

Heat & Glo

Majestic

Quality Rating

5.97

5.67

5.66

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Vermont Castings

Majestic

Heatilator


© 2012 Hanley Wood

36


Top 3 FLOORING: LAMINATE

Brand Familiarity

83%

70%

61%

61%

0% 20% 40% 60% 80% 100%

Armstrong

Pergo

Wilsonart

Mohawk

% who heard of each


51%

27%

27%

27%

0% 20% 40% 60% 80% 100%

Armstrong

Pergo

Shaw

Wilsonart


26%

12%

12%

0% 20% 40% 60% 80% 100%

Armstrong

Shaw

Wilsonart

Quality Rating

5.54

5.41

5.36

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Armstrong

Wilsonart

Mohawk


© 2012 Hanley Wood

37


Top 3 FLOORING: VINYL

Brand Familiarity

82%

63%

57%

0% 20% 40% 60% 80% 100%

Armstrong

Congoleum

Mannington

% who heard of each


49%

26%

23%

0% 20% 40% 60% 80% 100%

Armstrong

Congoleum

Mannington


27%

12%

11%

0% 20% 40% 60% 80% 100%

Armstrong

Mannington

Congoleum

Quality Rating

5.57

5.20

5.16

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Armstrong

Congoleum

Mannington


© 2012 Hanley Wood

38


Top 3 FLOORING: WOOD

Brand Familiarity

70%

61%

60%

0% 20% 40% 60% 80% 100%

Bruce

Armstrong

Lumber Liquidators

% who heard of each


40%

28%

18%

0% 20% 40% 60% 80% 100%

Bruce

Armstrong

Shaw


18%

10%

8%

0% 20% 40% 60% 80% 100%

Bruce

Armstrong

Shaw

Quality Rating

5.68

5.65

5.45

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Bruce

Armstrong

Shaw


© 2012 Hanley Wood

39


Top 3 GARAGE DOOR OPENERS

Brand Familiarity

76%

75%

66%

0% 20% 40% 60% 80% 100%

LiftMaster

Genie

Craftsmen

% who heard of each


49%

29%

28%

0% 20% 40% 60% 80% 100%

LiftMaster

Genie

Overhead Door


31%

17%

14%

0% 20% 40% 60% 80% 100%

LiftMaster

Overhead Door

Genie

Quality Rating

5.69

5.52

5.30

1.00 2.00 3.00 4.00 5.00 6.00 7.00

LiftMaster

Overhead Door

Wayne-Dalton


© 2012 Hanley Wood

40


Top 3 GENERATORS: PORTABLE

Brand Familiarity

68%

66%

58%

0% 20% 40% 60% 80% 100%

Briggs & Stratton

American Honda

DeWalt

% who heard of each


32%

25%

22%

0% 20% 40% 60% 80% 100%

American Honda

Briggs & Stratton

Generac


21%

11%

10%

0% 20% 40% 60% 80% 100%

American Honda

Briggs & Stratton

Generac

Quality Rating

6.04

5.49

5.41

1.00 2.00 3.00 4.00 5.00 6.00 7.00

American Honda

Generac

Briggs & Stratton


© 2012 Hanley Wood

41


Top 3 GENERATORS: STATIONARY

Brand Familiarity

57%

51%

43%

0% 20% 40% 60% 80% 100%

Kohler

Generac

Cummins Onan

% who heard of each


22%

15%

10%

0% 20% 40% 60% 80% 100%

Generac

Kohler

Cummins Onan


13%

8%

5%

0% 20% 40% 60% 80% 100%

Generac

Kohler

Cummins Onan

Quality Rating

5.81

5.72

5.60

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Cummins Onan

Kohler

Generac


© 2012 Hanley Wood

42


Top 3 HOME ENTERTAINMENT

Brand Familiarity

76%

71%

71%

0% 20% 40% 60% 80% 100%

Bose

Panasonic

Sony

% who heard of each


33%

27%

25%

0% 20% 40% 60% 80% 100%

Bose

Sony

Panasonic


15%

12%

8%

0% 20% 40% 60% 80% 100%

Bose

Sony

Samsung

Quality Rating

6.27

5.79

5.56

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Bose

Sony

Panasonic


© 2012 Hanley Wood

43


Top 3 HOUSEWRAP

Brand Familiarity

91%

60%

48%

0% 20% 40% 60% 80% 100%

Tyvek (DuPont)

CertainTeed

Pink Wrap (Owens Corning)

% who heard of each


78%

25%

18%

0% 20% 40% 60% 80% 100%

Tyvek (DuPont)

CertainTeed

Typar (Fiberweb)


53%

8%

5%

5%

0% 20% 40% 60% 80% 100%

Tyvek (DuPont)

CertainTeed

Pink Wrap (Owens Corning)

Typar (Fiberweb)

Quality Rating

6.13

5.42

5.42

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Tyvek (DuPont)

Typar (Fiberweb)

Dow Weathermate


© 2012 Hanley Wood

44


Top 3 HVAC

Brand Familiarity

81%

80%

77%

0% 20% 40% 60% 80% 100%

Carrier

Trane

Rheem

% who heard of each


44%

40%

29%

0% 20% 40% 60% 80% 100%

Carrier

Trane

Lennox


22%

19%

10%

0% 20% 40% 60% 80% 100%

Carrier

Trane

Lennox

Quality Rating

5.90

5.66

5.60

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Trane

Carrier

Lennox


© 2012 Hanley Wood

45


Top 3 INSULATION

Brand Familiarity

80%

75%

63%

0% 20% 40% 60% 80% 100%

Owens Corning

CertainTeed

Johns Manville

% who heard of each


65%

45%

35%

0% 20% 40% 60% 80% 100%

Owens Corning

CertainTeed

Johns Manville


37%

20%

13%

0% 20% 40% 60% 80% 100%

Owens Corning

CertainTeed

Johns Manville

Quality Rating

6.05

5.83

5.61

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Icynene

Owens Corning

Dow


© 2012 Hanley Wood

46


Top 3 KITCHEN SINKS

Brand Familiarity

91%

88%

75%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Moen

% who heard of each


71%

56%

42%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Moen


36%

20%

15%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Elkay

Quality Rating

6.10

5.61

5.59

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Kohler

Elkay

Moen


© 2012 Hanley Wood

47


Top 3 LAUNDRY APPLIANCES

Brand Familiarity

82%

81%

79%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

Maytag

% who heard of each


49%

42%

33%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

Maytag


24%

18%

12%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

Kenmore (Sears)

Quality Rating

5.96

5.86

5.58

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Miele

Bosch

Thermador


© 2012 Hanley Wood

48


Top 3 LIGHTING

Brand Familiarity

67%

42%

42%

0% 20% 40% 60% 80% 100%

Halo

Progress

Kichler

% who heard of each


48%

30%

28%

0% 20% 40% 60% 80% 100%

Halo

Progress

Kichler


22%

14%

12%

0% 20% 40% 60% 80% 100%

Halo

Progress

Kichler

Quality Rating

5.89

5.62

5.57

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Kichler

Juno Lighting Group

Lightolier


© 2012 Hanley Wood

49


Top 3 LIGHTING CONTROLS/SWITCHES

Brand Familiarity

80%

62%

60%

0% 20% 40% 60% 80% 100%

Leviton

Lutron

General Electric

% who heard of each


64%

43%

31%

0% 20% 40% 60% 80% 100%

Leviton

Lutron

General Electric


33%

16%

10%

0% 20% 40% 60% 80% 100%

Leviton

Lutron

General Electric

Quality Rating

6.00

5.88

5.40

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Lutron

Leviton

Pass & Seymour


© 2012 Hanley Wood

50


Top 3 LOCKSETS/HARDWARE

Brand Familiarity

88%

85%

76%

0% 20% 40% 60% 80% 100%

Kwikset

Schlage

Baldwin

% who heard of each


67%

66%

35%

0% 20% 40% 60% 80% 100%

Kwikset

Schlage

Baldwin


36%

30%

11%

0% 20% 40% 60% 80% 100%

Schlage

Kwikset

Dexter by Schlage

Quality Rating

6.02

5.67

5.24

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Baldwin

Schlage

Emtek


© 2012 Hanley Wood

51


Top 3 MANUFACTURED STONE

Brand Familiarity

54%

52%

45%

0% 20% 40% 60% 80% 100%

Eldorado Stone

Cultured Stone

Coronado Stone

% who heard of each


27%

25%

16%

0% 20% 40% 60% 80% 100%

Cultured Stone

Eldorado Stone

Coronado Stone


17%

13%

5%

0% 20% 40% 60% 80% 100%

Cultured Stone

Eldorado Stone

Coronado Stone

Quality Rating

5.40

5.25

5.16

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Cultured Stone

Eldorado Stone

Daltile Manufactured Stone


© 2012 Hanley Wood

52


Top 3 ORIENTED STRAND BOARD

Brand Familiarity

75%

47%

40%

0% 20% 40% 60% 80% 100%

Georgia-Pacific

LP OSB

Advantech

% who heard of each


52%

34%

30%

0% 20% 40% 60% 80% 100%

Georgia-Pacific

LP OSB

Advantech


28%

20%

15%

0% 20% 40% 60% 80% 100%

Georgia-Pacific

Advantech

LP OSB

Quality Rating

6.05

5.64

5.58

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Advantech

LP TechShield

Georgia-Pacific


© 2012 Hanley Wood

53


Top 3 OUTDOOR KITCHENS/GRILLS/BARBEQUES

Brand Familiarity

64%

62%

61%

0% 20% 40% 60% 80% 100%

Viking

Weber

KitchenAid

% who heard of each


24%

23%

17%

0% 20% 40% 60% 80% 100%

Viking

Weber

KitchenAid


11%

11%

7%

0% 20% 40% 60% 80% 100%

Weber

Viking

KitchenAid

Quality Rating

6.20

6.08

5.84

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Wolf Appliance, Inc.

Viking

Weber


© 2012 Hanley Wood

54


Top 3 PAINTS

Brand Familiarity

86%

84%

75%

0% 20% 40% 60% 80% 100%

Sherwin-Williams

Benjamin Moore

Behr Paint Corporation

% who heard of each


67%

50%

33%

0% 20% 40% 60% 80% 100%

Sherwin-Williams

Benjamin Moore



41%

26%

12%

0% 20% 40% 60% 80% 100%

Sherwin-Williams

Benjamin Moore


Quality Rating

5.84

5.82

5.78

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Kilz (Masterchem Industries)

Benjamin Moore

Sherwin-Williams


© 2012 Hanley Wood

55


Top 3 PROTECTIVE SURFACING

Brand Familiarity

48%

30%

19%

0% 20% 40% 60% 80% 100%

Zipwall

Protective Products

Polytak

% who heard of each


23%

20%

6%

0% 20% 40% 60% 80% 100%

Zipwall

Protective Products

Polytak


15%

13%

3%

0% 20% 40% 60% 80% 100%

Zipwall

Protective Products

Polytak

Quality Rating

5.91

5.41

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Zipwall

Protective Products



© 2012 Hanley Wood

56


Top 3 RADIANT BARRIER SHEATHING

Brand Familiarity

51%

45%

25%

0% 20% 40% 60% 80% 100%

Georgia-Pacific

DuPont

LP

% who heard of each


26%

21%

11%

0% 20% 40% 60% 80% 100%

Georgia-Pacific

DuPont

LP


15%

14%

6%

0% 20% 40% 60% 80% 100%

Georgia-Pacific

DuPont

LP

Quality Rating

5.86

5.69

5.57

1.00 2.00 3.00 4.00 5.00 6.00 7.00

DuPont

Georgia-Pacific

LP


© 2012 Hanley Wood

57


Top 3 RANGE HOODS

Brand Familiarity

76%

72%

66%

0% 20% 40% 60% 80% 100%

GE Appliances

Jenn-Air

Kenmore (Sears)

% who heard of each


44%

30%

25%

0% 20% 40% 60% 80% 100%

GE Appliances

Broan

Whirlpool


24%

13%

12%

0% 20% 40% 60% 80% 100%

GE Appliances

Broan

Whirlpool

Quality Rating

6.20

6.14

5.92

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Wolf Appliance, Inc

Viking

Thermador


© 2012 Hanley Wood

58


Top 3 RANGES/COOKTOPS

Brand Familiarity

90%

86%

85%

0% 20% 40% 60% 80% 100%

GE Appliances

Kenmore (Sears)

*

% who heard of each

*KitchenAid; Maytag; Frigidaire; Whirlpool


60%

43%

41%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

KitchenAid


31%

23%

13%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

KitchenAid

Quality Rating

6.00

5.98

5.66

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Wolf Appliance, Inc

Viking

Thermador


© 2012 Hanley Wood

59


Top 3 REFRIGERATORS

Brand Familiarity

87%

80%

80%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

Kenmore (Sears)

% who heard of each


51%

32%

25%

25%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

Frigidaire

Sub-Zero


29%

18%

12%

0% 20% 40% 60% 80% 100%

GE Appliances

Whirlpool

Kenmore (Sears)

Quality Rating

5.97

5.90

5.80

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Sub-Zero

Viking

Thermador


© 2012 Hanley Wood

60


Top 3 RETAINING WALLS

Brand Familiarity

46%

44%

17%

0% 20% 40% 60% 80% 100%

Versa-Lok

Keystone

Mesa Retaining Wall Systems

% who heard of each


18%

16%

1%

1%

0% 20% 40% 60% 80% 100%

Keystone

Versa-Lok


Rapid Building Systems


12%

10%

1%

0% 20% 40% 60% 80% 100%

Keystone

Versa-Lok


Quality Rating

5.56

5.42

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Keystone

Versa-Lok



© 2012 Hanley Wood

61


Top 3 RIDGE VENT SYSTEMS

Brand Familiarity

62%

48%

42%

0% 20% 40% 60% 80% 100%

Owens Corning

GAF Cobra

Ridgeline Ridge Vent System

% who heard of each


35%

27%

17%

17%

0% 20% 40% 60% 80% 100%

Owens Corning

GAF Cobra


Cor-A-Vent


22%

14%

10%

0% 20% 40% 60% 80% 100%

Owens Corning

GAF Cobra

Cor-A-Vent

Quality Rating

5.53

5.43

5.36

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Owens Corning

GAF Cobra



© 2012 Hanley Wood

62


Top 3 ROOFING: ASPHALT/FIBERGLASS SHINGLES

Brand Familiarity

82%

78%

75%

0% 20% 40% 60% 80% 100%

CertainTeed

Owens Corning

GAF (including Timberline)

% who heard of each


49%

49%

45%

0% 20% 40% 60% 80% 100%

CertainTeed


Owens Corning


29%

28%

19%

0% 20% 40% 60% 80% 100%


CertainTeed

Owens Corning

Quality Rating

5.73

5.60

5.59

1.00 2.00 3.00 4.00 5.00 6.00 7.00


Owens Corning

CertainTeed


© 2012 Hanley Wood

63


Top 3 ROOFING: CLAY/CONCRETE/SYNTHETIC TILES

Brand Familiarity

41%

36%

21%

0% 20% 40% 60% 80% 100%

CertainTeed

GAF TruSlate

Monier Lifetile

% who heard of each


16%

8%

7%

0% 20% 40% 60% 80% 100%

CertainTeed

Monier Lifetile

GAF TruSlate


10%

6%

4%

0% 20% 40% 60% 80% 100%

CertainTeed

Monier Lifetile

GAF TruSlate

Quality Rating

5.62

5.59

5.36

1.00 2.00 3.00 4.00 5.00 6.00 7.00

CertainTeed

Monier Lifetile

GAF TruSlate


© 2012 Hanley Wood

64


Top 3 ROOFING: METAL

Brand Familiarity

22%

22%

16%

0% 20% 40% 60% 80% 100%

American Building Components

Alcan

Bethlehem

% who heard of each


7%

4%

4%

0% 20% 40% 60% 80% 100%


Alcan

Revere Copper


3%

3%

2%

0% 20% 40% 60% 80% 100%


Metal Sales Manufacturing

Bethlehem

Quality Rating

1.00 2.00 3.00 4.00 5.00 6.00 7.00

(none based on 30+)


© 2012 Hanley Wood

65


Top 3 ROOFING: PHOTOVOLTAIC

Brand Familiarity

22%

15%

14%

0% 20% 40% 60% 80% 100%

CertainTeed

BP Solar

Sun Power

% who heard of each


8%

4%

2%

0% 20% 40% 60% 80% 100%

CertainTeed

Sun Power

BP Solar


6%

2%

1%

0% 20% 40% 60% 80% 100%

CertainTeed

Sun Power

BP Solar

Quality Rating

5.61

1.00 2.00 3.00 4.00 5.00 6.00 7.00

CertainTeed



© 2012 Hanley Wood

66


Top 3 SHOWER DOORS/SURROUNDS

Brand Familiarity

81%

76%

70%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Jacuzzi

% who heard of each


56%

46%

32%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Jacuzzi


30%

23%

12%

0% 20% 40% 60% 80% 100%

Kohler

American Standard

Sterling

Quality Rating

6.10

5.88

5.58

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Kohler

Jacuzzi

American Standard


© 2012 Hanley Wood

67


Top 3 SIDING: BRICK

Brand Familiarity

50%

31%

28%

0% 20% 40% 60% 80% 100%

Eldorado Stone

Boral

Acme Brick

% who heard of each


25%

17%

14%

0% 20% 40% 60% 80% 100%

Eldorado Stone

Boral

Acme Brick


10%

8%

7%

0% 20% 40% 60% 80% 100%

Eldorado Stone

Acme Brick

Boral

Quality Rating

5.92

5.76

5.65

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Boral

Acme Brick

Eldorado Stone


© 2012 Hanley Wood

68


Top 3 SIDING: EIFS/STUCCO

Brand Familiarity

60%

14%

12%

0% 20% 40% 60% 80% 100%

Dryvit

STO

Simplex (Finestone)

% who heard of each


27%

8%

4%

4%

4%

0% 20% 40% 60% 80% 100%

Dryvit

STO

Simplex (Finestone)

Senergy

Parex/La Habra


17%

4%

2%

0% 20% 40% 60% 80% 100%

Dryvit

STO

Senergy

Quality Rating

5.46

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Dryvit



© 2012 Hanley Wood

69


Top 3 SIDING: ENGINEERED WOOD

Brand Familiarity

43%

16%

10%

0% 20% 40% 60% 80% 100%

LP SmartSide

Collins/TruWood

Roseburg/DuraTemp

% who heard of each


26%

6%

4%

0% 20% 40% 60% 80% 100%

LP SmartSide

Collins/TruWood

Roseburg/DuraTemp


16%

2%

2%

0% 20% 40% 60% 80% 100%

LP SmartSide

Collins/TruWood

Roseburg/DuraTemp

Quality Rating

5.41

1.00 2.00 3.00 4.00 5.00 6.00 7.00

LP SmartSide



© 2012 Hanley Wood

70


Top 3 SIDING: FIBER CEMENT

Brand Familiarity

83%

52%

37%

0% 20% 40% 60% 80% 100%

HardiePlank (James Hardie)

Weatherboards (CertainTeed)

Artisan (James Hardie)

% who heard of each


63%

26%

14%

0% 20% 40% 60% 80% 100%





42%

13%

5%

0% 20% 40% 60% 80% 100%




Quality Rating

5.99

5.78

5.48

1.00 2.00 3.00 4.00 5.00 6.00 7.00





© 2012 Hanley Wood

71


Top 3 SIDING: INSULATED

Brand Familiarity

43%

19%

16%

0% 20% 40% 60% 80% 100%

CedarBoards (CertainTeed)

Mastic Home Exteriors by Ply Gem

CedarMax (Heartland)

% who heard of each


19%

6%

5%

0% 20% 40% 60% 80% 100%



CraneBoard


15%

3%

2%

0% 20% 40% 60% 80% 100%



*

*CraneBoard; CedarMax (Heartland); Royal Group; Structure (Alcoa)

Quality Rating

5.57

1.00 2.00 3.00 4.00 5.00 6.00 7.00




© 2012 Hanley Wood

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Top 3 SIDING: VINYL

Brand Familiarity

67%

52%

32%

0% 20% 40% 60% 80% 100%

CertainTeed

Georgia-Pacific Siding

Alside

% who heard of each


36%

21%

13%

13%

0% 20% 40% 60% 80% 100%

CertainTeed


Alside

Norandex


23%

9%

8%

8%

0% 20% 40% 60% 80% 100%

CertainTeed

Alside


Norandex

Quality Rating

5.68

5.55

5.47

1.00 2.00 3.00 4.00 5.00 6.00 7.00

CertainTeed

Alside

Norandex


© 2012 Hanley Wood

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Top 3 SPEAKERS: OUTDOOR

Brand Familiarity

71%

52%

12%

0% 20% 40% 60% 80% 100%

Bose

JBL

WeatherCraft (SpeakerCraft)

% who heard of each


30%

15%

2%

0% 20% 40% 60% 80% 100%

Bose

JBL



15%

7%

1%

1%

0% 20% 40% 60% 80% 100%

Bose

JBL


Russound

Quality Rating

6.38

5.93

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Bose

JBL



© 2012 Hanley Wood

74


Top 3 STAINS/VARNISHES

Brand Familiarity

91%

83%

76%

0% 20% 40% 60% 80% 100%

Sherwin-Williams

Olympic

Valspar

% who heard of each


74%

41%

39%

0% 20% 40% 60% 80% 100%

Sherwin-Williams

Olympic

Thompson�s/Minwax


45%

15%

15%

0% 20% 40% 60% 80% 100%

Sherwin-Williams

Olympic

Thompson�s/Minwax

Quality Rating

5.92

5.64

5.60

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Sherwin-Williams

Thompson�s/Minwax

William Zinsser


© 2012 Hanley Wood

75


Top 3 SURFACING: LAMINATE

Brand Familiarity

90%

80%

40%

0% 20% 40% 60% 80% 100%

Formica

Wilsonart

Nevamar

% who heard of each


66%

56%

16%

0% 20% 40% 60% 80% 100%

Formica

Wilsonart

Nevamar


34%

28%

4%

0% 20% 40% 60% 80% 100%

Formica

Wilsonart

Nevamar

Quality Rating

5.72

5.60

5.25

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Wilsonart

Formica

Nevamar


© 2012 Hanley Wood

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Top 3 SURFACING: QUARTZ

Brand Familiarity

58%

40%

39%

0% 20% 40% 60% 80% 100%

Silestone

Zodiaq (DuPont)

Cambria

% who heard of each


29%

15%

14%

0% 20% 40% 60% 80% 100%

Silestone

Cambria

Zodiaq (DuPont)


11%

8%

6%

0% 20% 40% 60% 80% 100%

Silestone

Cambria

Zodiaq (DuPont)

Quality Rating

5.79

5.72

5.70

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Zodiaq (DuPont)

Cambria

Silestone


© 2012 Hanley Wood

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Top 3 SURFACING: SOLID SURFACES

Brand Familiarity

82%

35%

25%

0% 20% 40% 60% 80% 100%

Corian (DuPont)

Gibraltar (Wilsonart)

Swan

% who heard of each


54%

10%

6%

0% 20% 40% 60% 80% 100%

Corian (DuPont)


*

*LG HI-MACS; Swan; Surell (Formica)


33%

3%

2%

0% 20% 40% 60% 80% 100%

Corian (DuPont)


*

*Swan; Nevamar (Fountainhead); Staron (Samsung)

Quality Rating

5.95

5.46

5.44

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Corian (DuPont)


Nevamar (Fountainhead)


© 2012 Hanley Wood

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Top 3 TRUCKS: PICKUP

Brand Familiarity

83%

82%

71%

0% 20% 40% 60% 80% 100%

Ford

Chevrolet

GMC

% who heard of each


49%

45%

17%

0% 20% 40% 60% 80% 100%

Ford

Chevrolet

GMC


36%

28%

10%

0% 20% 40% 60% 80% 100%

Ford

Chevrolet

GMC

Quality Rating

5.73

5.58

5.38

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Ford

Chevrolet

Toyota


© 2012 Hanley Wood

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Top 3 UNDERLAYMENT

Brand Familiarity

68%

64%

64%

0% 20% 40% 60% 80% 100%

DUROCK (USG)

CertainTeed

James Hardie

% who heard of each


55%

41%

34%

0% 20% 40% 60% 80% 100%

DUROCK (USG)

James Hardie

CertainTeed


29%

20%

12%

0% 20% 40% 60% 80% 100%

DUROCK (USG)

James Hardie

CertainTeed

Quality Rating

5.99

5.88

5.66

1.00 2.00 3.00 4.00 5.00 6.00 7.00

DUROCK (USG)

James Hardie

Georgia-Pacific (Plytanium Sturd-I-Floor)


© 2012 Hanley Wood

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Top 3 WALLBOARD

Brand Familiarity

81%

59%

59%

0% 20% 40% 60% 80% 100%

SHEETROCK (USG)

Gold Bond (National Gypsum)

Georgia-Pacific (DensArmor/Plus)

% who heard of each


72%

33%

29%

0% 20% 40% 60% 80% 100%

SHEETROCK (USG)




47%

13%

9%

0% 20% 40% 60% 80% 100%

SHEETROCK (USG)



Quality Rating

5.90

5.81

5.61

1.00 2.00 3.00 4.00 5.00 6.00 7.00

SHEETROCK (USG)


Hardie Gypsum


© 2012 Hanley Wood

81


Top 3 WATER HEATERS

Brand Familiarity

68%

67%

61%

0% 20% 40% 60% 80% 100%

Rheem

A.O. Smith

GE Appliances

% who heard of each


46%

34%

23%

0% 20% 40% 60% 80% 100%

A.O. Smith

Rheem

Rinnai


26%

14%

11%

0% 20% 40% 60% 80% 100%

A.O. Smith

Rheem

Bradford White

Quality Rating

5.73

5.71

5.62

1.00 2.00 3.00 4.00 5.00 6.00 7.00

A.O. Smith

Rinnai

Rheem


© 2012 Hanley Wood

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Top 3 WHIRLPOOL BATHS

Brand Familiarity

83%

78%

76%

0% 20% 40% 60% 80% 100%

Kohler

Jacuzzi

American Standard

% who heard of each


51%

42%

38%

0% 20% 40% 60% 80% 100%

Kohler

Jacuzzi

American Standard


25%

17%

12%

0% 20% 40% 60% 80% 100%

Kohler

Jacuzzi

American Standard

Quality Rating

6.01

5.78

5.50

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Kohler

Jacuzzi

American Standard


© 2012 Hanley Wood

83


Top 3 WINDOWS: SKYLIGHTS/ROOF

Brand Familiarity

71%

71%

47%

0% 20% 40% 60% 80% 100%

Andersen

Velux

Solatube

% who heard of each


50%

37%

20%

0% 20% 40% 60% 80% 100%

Velux

Andersen

Solatube


32%

16%

7%

0% 20% 40% 60% 80% 100%

Velux

Andersen

Solatube

Quality Rating

6.30

5.98

5.74

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Velux

Andersen

Solatube


© 2012 Hanley Wood

84


Top 3 WINDOWS: VINYL

Brand Familiarity

72%

52%

42%

0% 20% 40% 60% 80% 100%

JELD-WEN

CertainTeed

Hurd Windows and Doors

% who heard of each


31%

17%

17%

0% 20% 40% 60% 80% 100%

JELD-WEN

Silver Line

ThermaStar by Pella


12%

9%

4%

0% 20% 40% 60% 80% 100%

JELD-WEN

Silver Line

*

*Ply Gem Windows; Atrium; CertainTeed; Milgard

Quality Rating

5.51

5.30

5.26

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Milgard

ThermaStar by Pella

JELD-WEN


© 2012 Hanley Wood

85


Top 3 WINDOWS: WOOD & CLAD-WOOD

Brand Familiarity

85%

76%

70%

0% 20% 40% 60% 80% 100%

Andersen

Pella

JELD-WEN

% who heard of each


53%

35%

27%

27%

0% 20% 40% 60% 80% 100%

Andersen

Pella

JELD-WEN

Marvin


25%

12%

11%

0% 20% 40% 60% 80% 100%

Andersen

Pella

Marvin

Quality Rating

6.02

5.94

5.64

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Andersen

Marvin

Pella


2012 brand use study - cdnassets.hw.net

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