2013 brand use study
TRANSCRIPT
2013 Brand Use Study
REVISED DEC 2012
Published by
One Thomas Circle NW, Suite 600
Washington, DC 20005
Conducted by
© 2012 Hanley Wood
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2013 Brand Use Study
Contents
Purpose ..................................................................1 Method...................................................................2 Data Interpretation.................................................3 About Readex ........................................................4 Top 3 Brands Explanation.....................................5
Summary Results
Key to Tables -- 148 Number of Residential Units Built -- 149 Average Sale Price -- 150 Willingness to Try New Brands -- 151 Reasons for Willingness to Try New Brands -- 152 Final Brand Decision Maker -- 153 Change in Role of Dealer/Distributor -- 154 Geographic Distribution -- 155 PRODUCT CATEGORIES
Bath Accessories 6 156 Bath Fixtures 8 161 Bathroom Ventilation/Fans 10 166 Cabinets: Semi-Custom And Custom 12 171 Cabinets: Stock 14 176 Carpet 16 181 Caulks/Sealants 18 186 Central Vacuums 20 191 Ceramic Tile 22 196 Closet/Organization Systems 24 201 Decking: Composite/PVC 26 206 Decorative Mouldings & Columns: Exterior 28 211 Decorative Mouldings/Trim/Columns: Interior 30 216 Dishwashers 32 223 Doors: Entry 34 228 Doors: Garage 36 233 Doors: Interior Passage 38 238 Doors: Patio 40 243 Electrical Systems/Load Centers 42 252 Elevators: Residential 44 257
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Summary Results (starting page)
Engineered I-Joists 46 262 Exterior Foundation Waterproofing (Construction Phase) 48 267 Exterior Trim 50 272 Exterior Wall Sheathing 52 277 Faucets 54 282 Fireplaces/Wood Stoves 56 287 Flooring: Laminate 58 292 Flooring: Vinyl 60 297 Flooring: Wood 62 302 Garage Door Openers 64 307 Generators: Portable 66 312 Generators: Stationary 68 317 Housewrap 70 322 HVAC 72 327 Insulation 74 332 Laundry Appliances 76 337 Lighting 78 342 Lighting Controls/Switches 80 347 Locksets/Hardware 82 352 Manufactured Stone 84 357 Oriented Strand Board 86 362 Paints 88 367 Radiant Barrier Sheathing 90 372 Range Hoods 92 377 Ranges/Cooktops 94 382 Refrigerators 96 387 Ridge Vent Systems 98 392 Roofing: Asphalt/Fiberglass Shingles 100 397 Roofing: Clay/Concrete/Synthetic Tiles 102 402 Roofing: Metal 104 407 Roofing: Photovoltaic 106 412 Shower Doors/Surrounds 108 417 Siding: Brick & Brick Veneer 110 422 Siding: EIFS/Stucco 112 427 Siding: Engineered Wood 114 432 Siding: Fiber Cement 116 437 Siding: Insulated 118 442 Siding: Vinyl 120 447
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Summary Results (starting page)
Stains/Varnishes 122 452 Surfacing: Laminate 124 457 Surfacing: Quartz 126 462 Surfacing: Solid Surfaces 128 467 Trucks: Pickup 130 472 Underlayment 132 477 Wallboard 134 482 Water Heaters 136 487 Whirlpool Baths 138 492 Windows: Skylights/Roof 140 497 Windows: Vinyl 142 502 Windows: Wood & Clad-Wood 144 510
Appendix Sample Composition .......................................................A1 Mailing Series .................................................................A2 Caution ............................................................................A3 Survey Correspondence...................................................A4 Survey Questionnaire (Main Study)..............................A12 Survey Questionnaire (Supplemental Study) ................A45
Brand Index
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2013 Brand Use Study
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. Specific areas of inquiry included:
• the number and average sale price of residential units respondents� firms were involved with building in 2012
• respondents� familiarity with, use of, and opinions about brands in 70 product categories
• importance of factors in influencing brand selection within each product category
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Method The survey sample of 11,700 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 73,998 print subscribers at the time of selection. To help reduce respondent burden, thirteen versions of a 4-page questionnaire (8.5� x 11.0� pages) were designed jointly by Builder and Readex, with different brand categories on each. Data was collected via mail survey from August 2 to September 24, 2012. The survey was closed for tabulation with 2,854 usable responses�a 24% response rate. The margin of error for percentages based on all 2,854 usable responses is ±1.8% 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 roughly 6.5 percentage points. The margin of error for percentages based on smaller sample sizes�census regions, for example�will be larger. A supplemental online study was done to re-capture data for Engineered I-Joists, Exterior Trim, Exterior Wall Sheathing, and Faucets due to missing brands in the main study. The data reported in those categories is from the online effort. (Please refer to the Appendix for more details of the method.)
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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.
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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.
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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 section of this report. They have also been omitted from the summary charts.
Survey Questions The specific survey questions related to these charts were as follows:
For each product listed below 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?
For the brand(s) of [CATEGORY] you use most, how important are the following factors in
influencing your brand selection?
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Top 3 BATH ACCESSORIES
Brand Familiarity
95%
93%
88%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Delta Matching Bath Accessories
% who heard of each
Brands Specified/Used in Past 2 Years
83%
64%
64%
64%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Moen
Delta Matching Bath Accessories
Brands Specified/Used the Most
35%
28%
26%
0% 20% 40% 60% 80% 100%
Kohler
Delta Matching Bath Accessories
Moen
Quality Rating
6.08
5.83
5.81
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Kohler
Baldwin
Moen
mean (1 = poor; 7 = excellent)
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Importance of Factors Influencing Brand Selection
6.64
6.08
6.06
5.79
5.78
4.66
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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Top 3 BATH FIXTURES
Brand Familiarity
95%
92%
73%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Jacuzzi
% who heard of each
Brands Specified/Used in Past 2 Years
83%
68%
40%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Jacuzzi
Brands Specified/Used the Most
34%
24%
13%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Toto
Quality Rating
6.20
6.01
5.77
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Kohler
Toto
Hansgrohe
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.65
6.12
6.11
5.86
5.85
4.97
4.60
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 BATHROOM VENTILATION/FANS
Brand Familiarity
87%
76%
59%
0% 20% 40% 60% 80% 100%
NuTone
Broan
Panasonic
% who heard of each
Brands Specified/Used in Past 2 Years
71%
61%
32%
0% 20% 40% 60% 80% 100%
NuTone
Broan
Panasonic
Brands Specified/Used the Most
31%
29%
15%
0% 20% 40% 60% 80% 100%
NuTone
Broan
Panasonic
Quality Rating
6.00
5.75
5.73
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Panasonic
NuTone
Delta Breez
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.59
6.00
5.96
5.93
5.54
4.78
4.59
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 CABINETS: SEMI-CUSTOM AND CUSTOM
Brand Familiarity
71%
33%
33%
33%
0% 20% 40% 60% 80% 100%
KraftMaid
Wood-Mode
Quaker Maid
Wellborn
% who heard of each
Brands Specified/Used in Past 2 Years
34%
9%
9%
0% 20% 40% 60% 80% 100%
KraftMaid
Wood-Mode
Wellborn
Brands Specified/Used the Most
11%
3%
3%
0% 20% 40% 60% 80% 100%
KraftMaid
Wellborn
Wood-Mode
Quality Rating
5.59
5.45
5.38
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Wood-Mode
Quaker Maid
KraftMaid
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.52
6.12
6.04
5.84
5.83
5.42
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 CABINETS: STOCK
Brand Familiarity
77%
69%
66%
0% 20% 40% 60% 80% 100%
KraftMaid
Merillat
Aristokraft
% who heard of each
Brands Specified/Used in Past 2 Years
27%
24%
21%
0% 20% 40% 60% 80% 100%
KraftMaid
Merillat
Armstrong
Brands Specified/Used the Most
12%
10%
7%
7%
0% 20% 40% 60% 80% 100%
KraftMaid
Merillat
Aristokraft
Armstrong
Quality Rating
5.28
5.09
5.07
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Decora
Wellborn
KraftMaid
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.43
6.12
5.87
5.59
5.40
5.21
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 CARPET
Brand Familiarity
80%
71%
15%
15%
15%
0% 20% 40% 60% 80% 100%
Mohawk
Shaw
Beaulieu
Dalton Paradise Carpet
Shaheen
% who heard of each
Brands Specified/Used in Past 2 Years
57%
54%
4%
4%
0% 20% 40% 60% 80% 100%
Mohawk
Shaw
Beaulieu
Dalton Paradise Carpet
Brands Specified/Used the Most
32%
29%
2%
0% 20% 40% 60% 80% 100%
Shaw
Mohawk
Shaheen
Quality Rating
5.77
5.70
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Shaw
Mohawk
(no others based on 30+)
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.28
6.10
6.09
5.71
5.36
5.04
4.18
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
ease of installation
green/sustainable features
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 CAULKS/SEALANTS
Brand Familiarity
82%
78%
74%
0% 20% 40% 60% 80% 100%
DAP (Phenoseal)
GE Silicones, Sealants, Adhesives
Gorilla Glue
% who heard of each
Brands Specified/Used in Past 2 Years
66%
64%
47%
0% 20% 40% 60% 80% 100%
DAP (Phenoseal)
GE Silicones, Sealants, Adhesives
Gorilla Glue
Brands Specified/Used the Most
35%
32%
14%
0% 20% 40% 60% 80% 100%
DAP (Phenoseal)
GE Silicones, Sealants, Adhesives
Macco/Liquid Nails
Quality Rating
6.00
5.94
5.91
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Geocel
OSI Sealants
GE Silicones, Sealants, Adhesives
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.65
6.22
6.08
5.35
5.01
4.10
4.09
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
availability of product through your dealer
warranty
strength of mfr�s brand / reputation
green/sustainable features
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 CENTRAL VACUUMS
Brand Familiarity
54%
47%
47%
0% 20% 40% 60% 80% 100%
NuTone
Hoover
Eureka
% who heard of each
Brands Specified/Used in Past 2 Years
20%
18%
6%
0% 20% 40% 60% 80% 100%
Beam
NuTone
Hoover
Brands Specified/Used the Most
11%
9%
2%
2%
0% 20% 40% 60% 80% 100%
Beam
NuTone
Hoover
H-P Products VACUFLO
Quality Rating
5.89
5.50
5.22
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Beam
NuTone
Hoover
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.29
6.05
5.74
5.59
5.47
5.03
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 CERAMIC TILE
Brand Familiarity
71%
68%
54%
0% 20% 40% 60% 80% 100%
Armstrong
Dal-Tile
American Olean
% who heard of each
Brands Specified/Used in Past 2 Years
56%
30%
29%
0% 20% 40% 60% 80% 100%
Dal-Tile
Armstrong
American Olean
Brands Specified/Used the Most
29%
12%
12%
0% 20% 40% 60% 80% 100%
Dal-Tile
Armstrong
Florida Tile
Quality Rating
5.90
5.74
5.68
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Dal-Tile
Interceramic
Florida Tile
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.40
6.27
5.82
5.68
5.34
5.11
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 CLOSET/ORGANIZATION SYSTEMS
Brand Familiarity
81%
75%
68%
0% 20% 40% 60% 80% 100%
Rubbermaid
California Closets
Closet Maid
% who heard of each
Brands Specified/Used in Past 2 Years
34%
30%
14%
0% 20% 40% 60% 80% 100%
Closet Maid
Rubbermaid
California Closets
Brands Specified/Used the Most
19%
14%
6%
0% 20% 40% 60% 80% 100%
Closet Maid
Rubbermaid
California Closets
Quality Rating
5.56
5.50
5.43
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Rubbermaid
California Closets
Closet Maid
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.39
5.97
5.91
5.71
5.28
4.77
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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Top 3 DECKING: COMPOSITE/PVC
Brand Familiarity
79%
70%
61%
0% 20% 40% 60% 80% 100%
Trex
CertainTeed
AZEK Decks
% who heard of each
Brands Specified/Used in Past 2 Years
50%
31%
28%
0% 20% 40% 60% 80% 100%
Trex
CertainTeed
AZEK Decks
Brands Specified/Used the Most
22%
13%
11%
0% 20% 40% 60% 80% 100%
Trex
AZEK Decks
CertainTeed
Quality Rating
5.88
5.65
5.64
1.00 2.00 3.00 4.00 5.00 6.00 7.00
AZEK Decks
Trex
CertainTeed
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.55
6.19
6.13
6.09
5.73
5.08
4.60
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
availability of product through your dealer
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 DECORATIVE MOULDINGS & COLUMNS:
EXTERIOR
Brand Familiarity
58%
47%
28%
0% 20% 40% 60% 80% 100%
CertainTeed
Fypon
Permacast (HB&G)
% who heard of each
Brands Specified/Used in Past 2 Years
29%
27%
15%
0% 20% 40% 60% 80% 100%
CertainTeed
Fypon
Permacast (HB&G)
Brands Specified/Used the Most
15%
10%
9%
0% 20% 40% 60% 80% 100%
Fypon
CertainTeed
Permacast (HB&G)
Quality Rating
5.84
5.81
5.76
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Fypon
CertainTeed
Permacast (HB&G)
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.56
6.25
6.15
6.07
5.43
4.94
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
availability of product through your dealer
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 DECORATIVE MOULDINGS/TRIM/COLUMNS:
INTERIOR
Brand Familiarity
46%
32%
28%
0% 20% 40% 60% 80% 100%
Fypon
Flex Trim
Permacast (HB&G)
% who heard of each
Brands Specified/Used in Past 2 Years
24%
17%
14%
0% 20% 40% 60% 80% 100%
Fypon
Flex Trim
Permacast (HB&G)
Brands Specified/Used the Most
10%
6%
3%
0% 20% 40% 60% 80% 100%
Fypon
Permacast (HB&G)
Flex Trim
Quality Rating
6.00
5.94
5.72
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Permacast (HB&G)
Fypon
Flex Trim
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.46
6.24
6.14
5.98
5.48
4.94
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
availability of product through your dealer
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 DISHWASHERS
Brand Familiarity
92%
91%
89%
89%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
KitchenAid
Maytag
% who heard of each
Brands Specified/Used in Past 2 Years
58%
47%
40%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
KitchenAid
Brands Specified/Used the Most
31%
20%
15%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
KitchenAid
Quality Rating
5.92
5.73
5.61
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Bosch
Viking
Miele
mean (1 = poor; 7 = excellent)
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2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.57
6.03
5.85
5.79
5.44
4.95
4.27
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
strength of mfr�s brand / reputation
availability of product through your dealer
ease of installation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
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2013 Brand Use Study
Top 3 DOORS: ENTRY
Brand Familiarity
81%
80%
73%
0% 20% 40% 60% 80% 100%
Pella
JELD-WEN
Therma-Tru
% who heard of each
Brands Specified/Used in Past 2 Years
45%
44%
32%
32%
0% 20% 40% 60% 80% 100%
Therma-Tru
JELD-WEN
Masonite
Pella
Brands Specified/Used the Most
30%
16%
13%
0% 20% 40% 60% 80% 100%
Therma-Tru
JELD-WEN
Masonite
Quality Rating
5.82
5.69
5.42
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Pella
Therma-Tru
JELD-WEN
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
35
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.59
6.08
5.97
5.86
5.63
5.21
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
36
2013 Brand Use Study
Top 3 DOORS: GARAGE
Brand Familiarity
67%
55%
48%
0% 20% 40% 60% 80% 100%
Overhead Door
Wayne-Dalton
Clopay
% who heard of each
Brands Specified/Used in Past 2 Years
37%
25%
20%
0% 20% 40% 60% 80% 100%
Overhead Door
Wayne-Dalton
Clopay
Brands Specified/Used the Most
20%
16%
11%
0% 20% 40% 60% 80% 100%
Overhead Door
Wayne-Dalton
Clopay
Quality Rating
5.82
5.77
5.60
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Overhead Door
C.H.I. Overhead Doors
Wayne-Dalton
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
37
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.52
6.12
5.92
5.59
5.55
5.26
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
ease of installation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
38
2013 Brand Use Study
Top 3 DOORS: INTERIOR PASSAGE
Brand Familiarity
65%
62%
36%
0% 20% 40% 60% 80% 100%
Masonite
JELD-WEN
Simpson
% who heard of each
Brands Specified/Used in Past 2 Years
40%
27%
14%
0% 20% 40% 60% 80% 100%
Masonite
JELD-WEN
Simpson
Brands Specified/Used the Most
21%
12%
7%
0% 20% 40% 60% 80% 100%
Masonite
JELD-WEN
Simpson
Quality Rating
5.73
5.58
5.56
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Simpson
Masonite
JELD-WEN
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
39
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.38
5.99
5.95
5.90
5.45
5.10
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
40
2013 Brand Use Study
Top 3 DOORS: PATIO
Brand Familiarity
83%
76%
73%
0% 20% 40% 60% 80% 100%
Andersen
Pella
JELD-WEN
% who heard of each
Brands Specified/Used in Past 2 Years
42%
30%
26%
0% 20% 40% 60% 80% 100%
Andersen
Pella
JELD-WEN
Brands Specified/Used the Most
22%
15%
11%
0% 20% 40% 60% 80% 100%
Andersen
Pella
JELD-WEN
Quality Rating
6.13
6.11
5.97
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Andersen
Marvin
Pella
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
41
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.52
6.28
5.99
5.92
5.83
5.38
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
42
2013 Brand Use Study
Top 3 ELECTRICAL SYSTEMS/LOAD CENTERS
Brand Familiarity
89%
75%
68%
0% 20% 40% 60% 80% 100%
GE Appliances
Square D by Schneider Electric
Siemens
% who heard of each
Brands Specified/Used in Past 2 Years
63%
60%
29%
0% 20% 40% 60% 80% 100%
GE Appliances
Square D by Schneider Electric
Siemens
Brands Specified/Used the Most
38%
23%
11%
0% 20% 40% 60% 80% 100%
Square D by Schneider Electric
GE Appliances
Siemens
Quality Rating
6.08
5.84
5.41
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Square D by Schneider Electric
Siemens
GE Appliances
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
43
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.51
6.28
6.11
5.89
5.77
5.01
4.42
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
44
2013 Brand Use Study
Top 3 ELEVATORS: RESIDENTIAL
Brand Familiarity
44%
33%
26%
0% 20% 40% 60% 80% 100%
Otis at home
ThyssenKrupp Access
Inclinator
% who heard of each
Brands Specified/Used in Past 2 Years
9%
7%
4%
0% 20% 40% 60% 80% 100%
Otis at home
ThyssenKrupp Access
Inclinator
Brands Specified/Used the Most
3%
2%
1%
1%
0% 20% 40% 60% 80% 100%
Otis at home
ThyssenKrupp Access
Inclinator
LEV
Quality Rating
5.71
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Otis at home
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
45
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.07
5.95
5.78
5.67
5.44
5.34
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
46
2013 Brand Use Study
Top 3 ENGINEERED I-JOISTS
Brand Familiarity
85%
75%
75%
0% 20% 40% 60% 80% 100%
Georgia Pacific
Boise Cascade
Trus Joist (Weyerhaeuser)
% who heard of each
Brands Specified/Used in Past 2 Years
48%
44%
33%
0% 20% 40% 60% 80% 100%
Georgia Pacific
Trus Joist (Weyerhaeuser)
LP
Brands Specified/Used the Most
20%
16%
12%
0% 20% 40% 60% 80% 100%
Trus Joist (Weyerhaeuser)
Georgia Pacific
LP
Quality Rating
5.99
5.84
5.74
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Georgia Pacific
Trus Joist (Weyerhaeuser)
Boise Cascade
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
47
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.69
6.35
6.32
6.31
5.49
5.36
4.73
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr's brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
48
2013 Brand Use Study
Top 3 EXTERIOR FOUNDATION WATERPROOFING
(CONSTRUCTION PHASE)
Brand Familiarity
40%
22%
22%
0% 20% 40% 60% 80% 100%
Tuff-N-Dri
Polywall
House Guard 2001
% who heard of each
Brands Specified/Used in Past 2 Years
22%
8%
7%
7%
0% 20% 40% 60% 80% 100%
Tuff-N-Dri
House Guard 2001
Mar-Flex
Polywall
Brands Specified/Used the Most
15%
4%
4%
0% 20% 40% 60% 80% 100%
Tuff-N-Dri
Polywall
Rub-R-Wall
Quality Rating
5.64
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Tuff-N-Dri
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
49
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.61
6.40
6.12
6.11
5.52
5.02
4.80
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
50
2013 Brand Use Study
Top 3 EXTERIOR TRIM
Brand Familiarity
83%
79%
65%
0% 20% 40% 60% 80% 100%
HardieTrim (James Hardie)
CertainTeed
AZEK Trimboards
% who heard of each
Brands Specified/Used in Past 2 Years
58%
45%
39%
0% 20% 40% 60% 80% 100%
HardieTrim (James Hardie)
CertainTeed
AZEK Trimboards
Brands Specified/Used the Most
30%
15%
15%
0% 20% 40% 60% 80% 100%
HardieTrim (James Hardie)
AZEK Trimboards
CertainTeed
Quality Rating
5.92
5.87
5.75
1.00 2.00 3.00 4.00 5.00 6.00 7.00
HardieTrim (James Hardie)
CertainTeed
AZEK Trimboards
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
51
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.66
6.35
6.34
6.25
5.53
5.21
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr's brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
52
2013 Brand Use Study
Top 3 EXTERIOR WALL SHEATHING
Brand Familiarity
73%
66%
63%
63%
0% 20% 40% 60% 80% 100%
Dow Styrofoam
Owens Corning
Georgia-Pacific (DensGlass Gold)
Weyerhaeuser
% who heard of each
Brands Specified/Used in Past 2 Years
41%
36%
35%
0% 20% 40% 60% 80% 100%
Dow Styrofoam
Owens Corning
US Gypsum
Brands Specified/Used the Most
15%
13%
12%
0% 20% 40% 60% 80% 100%
Dow Styrofoam
Owens Corning
Georgia-Pacific (DensGlass Gold)
Quality Rating
6.02
5.94
5.89
5.89
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Owens Corning
Weyerhaeuser
US Gypsum
Dow Styrofoam
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
53
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.62
6.28
6.28
6.25
5.49
5.30
4.75
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
availability of product through your dealer
warranty
strength of mfr's brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
54
2013 Brand Use Study
Top 3 FAUCETS
Brand Familiarity
94%
92%
90%
0% 20% 40% 60% 80% 100%
Delta
Kohler
American Standard
% who heard of each
Brands Specified/Used in Past 2 Years
70%
69%
68%
0% 20% 40% 60% 80% 100%
Kohler
Delta
Moen
Brands Specified/Used the Most
31%
30%
28%
0% 20% 40% 60% 80% 100%
Moen
Delta
Kohler
Quality Rating
6.27
6.11
5.87
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Kohler
Moen
Grohe
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
55
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.70
6.50
6.26
6.13
5.94
5.41
4.63
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr's brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
56
2013 Brand Use Study
Top 3 FIREPLACES/WOOD STOVES
Brand Familiarity
66%
66%
52%
0% 20% 40% 60% 80% 100%
Heatilator
Heat & Glo
Majestic
% who heard of each
Brands Specified/Used in Past 2 Years
39%
32%
22%
0% 20% 40% 60% 80% 100%
Heatilator
Heat & Glo
Majestic
Brands Specified/Used the Most
19%
15%
11%
0% 20% 40% 60% 80% 100%
Heatilator
Heat & Glo
Majestic
Quality Rating
5.81
5.80
5.73
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Vermont Castings
Heatilator
Heat & Glo
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
57
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.43
6.27
6.16
5.79
5.74
5.11
4.39
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
58
2013 Brand Use Study
Top 3 FLOORING: LAMINATE
Brand Familiarity
90%
76%
69%
0% 20% 40% 60% 80% 100%
Armstrong
Pergo
Mohawk
% who heard of each
Brands Specified/Used in Past 2 Years
52%
34%
33%
0% 20% 40% 60% 80% 100%
Armstrong
Shaw
Mohawk
Brands Specified/Used the Most
28%
21%
16%
0% 20% 40% 60% 80% 100%
Armstrong
Shaw
Mohawk
Quality Rating
5.90
5.72
5.72
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Shaw
Armstrong
Mohawk
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
59
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.50
6.25
6.05
5.92
5.59
5.04
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
60
2013 Brand Use Study
Top 3 FLOORING: VINYL
Brand Familiarity
82%
60%
58%
0% 20% 40% 60% 80% 100%
Armstrong
Mannington
Congoleum
% who heard of each
Brands Specified/Used in Past 2 Years
46%
28%
20%
0% 20% 40% 60% 80% 100%
Armstrong
Mannington
Congoleum
Brands Specified/Used the Most
28%
14%
11%
0% 20% 40% 60% 80% 100%
Armstrong
Mannington
Congoleum
Quality Rating
6.06
5.99
5.81
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Armstrong
Mannington
Congoleum
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
61
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.54
6.29
6.01
6.00
5.69
5.18
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
62
2013 Brand Use Study
Top 3 FLOORING: WOOD
Brand Familiarity
83%
79%
77%
0% 20% 40% 60% 80% 100%
Armstrong
Lumber Liquidators
Bruce
% who heard of each
Brands Specified/Used in Past 2 Years
42%
41%
39%
0% 20% 40% 60% 80% 100%
Armstrong
Bruce
Mohawk
Brands Specified/Used the Most
19%
17%
15%
0% 20% 40% 60% 80% 100%
Shaw
Mohawk
Bruce
Quality Rating
5.72
5.60
5.47
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Anderson
Shaw
Mohawk
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
63
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.64
6.18
5.92
5.68
5.37
4.82
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
64
2013 Brand Use Study
Top 3 GARAGE DOOR OPENERS
Brand Familiarity
73%
73%
64%
0% 20% 40% 60% 80% 100%
LiftMaster
Genie
Craftsmen
% who heard of each
Brands Specified/Used in Past 2 Years
50%
29%
28%
0% 20% 40% 60% 80% 100%
LiftMaster
Overhead Door
Genie
Brands Specified/Used the Most
31%
17%
10%
10%
0% 20% 40% 60% 80% 100%
LiftMaster
Overhead Door
Genie
Wayne-Dalton
Quality Rating
6.24
6.10
5.66
1.00 2.00 3.00 4.00 5.00 6.00 7.00
LiftMaster
Overhead Door
Chamberlain
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
65
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.58
6.43
6.14
5.83
5.76
5.38
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
66
2013 Brand Use Study
Top 3 GENERATORS: PORTABLE
Brand Familiarity
69%
68%
60%
0% 20% 40% 60% 80% 100%
American Honda
Briggs & Stratton
Coleman
% who heard of each
Brands Specified/Used in Past 2 Years
26%
24%
19%
0% 20% 40% 60% 80% 100%
American Honda
Briggs & Stratton
Generac
Brands Specified/Used the Most
18%
15%
8%
0% 20% 40% 60% 80% 100%
American Honda
Briggs & Stratton
Generac
Quality Rating
6.42
6.17
5.88
1.00 2.00 3.00 4.00 5.00 6.00 7.00
American Honda
Cummins Onan
Generac
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
67
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.64
6.39
5.90
5.86
5.78
5.38
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
ease of installation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
68
2013 Brand Use Study
Top 3 GENERATORS: STATIONARY
Brand Familiarity
70%
62%
49%
0% 20% 40% 60% 80% 100%
Kohler
Generac
Cummins Onan
% who heard of each
Brands Specified/Used in Past 2 Years
30%
25%
12%
0% 20% 40% 60% 80% 100%
Generac
Kohler
Cummins Onan
Brands Specified/Used the Most
18%
10%
4%
0% 20% 40% 60% 80% 100%
Generac
Kohler
Cummins Onan
Quality Rating
5.81
5.80
5.78
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Cummins Onan
Kohler
Generac
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
69
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.46
6.32
5.63
5.56
5.37
4.89
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
70
2013 Brand Use Study
Top 3 HOUSEWRAP
Brand Familiarity
91%
50%
47%
0% 20% 40% 60% 80% 100%
Tyvek (DuPont)
Typar (Fiberweb)
CertaWrap (CertainTeed)
% who heard of each
Brands Specified/Used in Past 2 Years
79%
25%
15%
0% 20% 40% 60% 80% 100%
Tyvek (DuPont)
Typar (Fiberweb)
CertaWrap (CertainTeed)
Brands Specified/Used the Most
54%
9%
5%
0% 20% 40% 60% 80% 100%
Tyvek (DuPont)
Typar (Fiberweb)
PinkWrap (Owens Corning)
Quality Rating
6.25
5.65
5.55
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Tyvek (DuPont)
Typar (Fiberweb)
Weathermate (DOW)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
71
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.58
5.98
5.97
5.75
5.36
4.83
4.69
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr�s brand / reputation
green/sustainable features
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
72
2013 Brand Use Study
Top 3 HVAC
Brand Familiarity
82%
78%
76%
0% 20% 40% 60% 80% 100%
Carrier
Lennox
Trane
% who heard of each
Brands Specified/Used in Past 2 Years
46%
37%
27%
0% 20% 40% 60% 80% 100%
Carrier
Trane
Lennox
Brands Specified/Used the Most
20%
15%
9%
9%
0% 20% 40% 60% 80% 100%
Carrier
Trane
Goodman
Rheem
Quality Rating
5.92
5.85
5.75
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Trane
Carrier
Mitsubishi Electronics
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
73
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.66
6.57
5.99
5.74
5.38
5.30
5.11
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
ease of installation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
74
2013 Brand Use Study
Top 3 INSULATION
Brand Familiarity
85%
75%
66%
0% 20% 40% 60% 80% 100%
Owens Corning
CertainTeed
Johns Manville
% who heard of each
Brands Specified/Used in Past 2 Years
58%
41%
33%
0% 20% 40% 60% 80% 100%
Owens Corning
CertainTeed
Johns Manville
Brands Specified/Used the Most
34%
13%
10%
0% 20% 40% 60% 80% 100%
Owens Corning
CertainTeed
Johns Manville
Quality Rating
6.06
5.86
5.80
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Icynene
Owens Corning
Dow
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
75
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.57
5.98
5.91
5.76
5.48
5.21
5.11
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr�s brand / reputation
green/sustainable features
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
76
2013 Brand Use Study
Top 3 LAUNDRY APPLIANCES
Brand Familiarity
91%
89%
89%
89%
0% 20% 40% 60% 80% 100%
GE Appliances
Maytag
Whirlpool
Kenmore (Sears)
% who heard of each
Brands Specified/Used in Past 2 Years
62%
54%
36%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Bosch
Brands Specified/Used the Most
34%
24%
14%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Kenmore (Sears)
Quality Rating
5.64
5.58
5.48
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Bosch
Miele
Thermador
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
77
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.45
6.17
6.06
5.96
5.54
5.28
4.69
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
strength of mfr�s brand / reputation
availability of product through your dealer
ease of installation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
78
2013 Brand Use Study
Top 3 LIGHTING
Brand Familiarity
77%
53%
49%
49%
0% 20% 40% 60% 80% 100%
Halo
Kichler
Progress
Thomas
% who heard of each
Brands Specified/Used in Past 2 Years
55%
34%
32%
0% 20% 40% 60% 80% 100%
Halo
Progress
Kichler
Brands Specified/Used the Most
28%
20%
14%
0% 20% 40% 60% 80% 100%
Halo
Progress
Kichler
Quality Rating
5.63
5.62
5.51
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Halo
Kichler
Juno
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
79
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.37
6.10
5.97
5.84
5.63
5.16
4.66
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
80
2013 Brand Use Study
Top 3 LIGHTING CONTROLS/SWITCHES
Brand Familiarity
80%
65%
62%
0% 20% 40% 60% 80% 100%
Leviton
General Electric
Lutron
% who heard of each
Brands Specified/Used in Past 2 Years
68%
44%
36%
0% 20% 40% 60% 80% 100%
Leviton
Lutron
General Electric
Brands Specified/Used the Most
41%
22%
13%
0% 20% 40% 60% 80% 100%
Leviton
Lutron
General Electric
Quality Rating
5.91
5.88
5.48
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Leviton
Lutron
Johnson Controls
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
81
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.35
6.04
5.99
5.70
5.52
5.13
4.70
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
availability of product through your dealer
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
82
2013 Brand Use Study
Top 3 LOCKSETS/HARDWARE
Brand Familiarity
90%
86%
70%
0% 20% 40% 60% 80% 100%
Kwikset
Schlage
Baldwin
% who heard of each
Brands Specified/Used in Past 2 Years
69%
65%
32%
0% 20% 40% 60% 80% 100%
Schlage
Kwikset
Baldwin
Brands Specified/Used the Most
40%
35%
14%
0% 20% 40% 60% 80% 100%
Schlage
Kwikset
Baldwin
Quality Rating
6.01
5.92
5.84
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Baldwin
Emtek
Schlage
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
83
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.45
6.29
6.12
5.85
5.83
5.22
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
availability of product through your dealer
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
84
2013 Brand Use Study
Top 3 MANUFACTURED STONE
Brand Familiarity
53%
52%
45%
0% 20% 40% 60% 80% 100%
Cultured Stone
Eldorado Stone
Coronado Stone
% who heard of each
Brands Specified/Used in Past 2 Years
28%
26%
20%
0% 20% 40% 60% 80% 100%
Eldorado Stone
Cultured Stone
Coronado Stone
Brands Specified/Used the Most
15%
14%
10%
0% 20% 40% 60% 80% 100%
Eldorado Stone
Cultured Stone
Coronado Stone
Quality Rating
5.85
5.77
5.75
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Eldorado Stone
Belgard (Oldcastle)
Cultured Stone
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
85
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.38
6.13
6.08
5.75
5.56
5.26
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
86
2013 Brand Use Study
Top 3 ORIENTED STRAND BOARD
Brand Familiarity
82%
49%
48%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
Advantech (Huber Engineered Woods)
LP OSB
% who heard of each
Brands Specified/Used in Past 2 Years
56%
32%
27%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
Advantech (Huber Engineered Woods)
LP OSB
Brands Specified/Used the Most
36%
22%
16%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
Advantech (Huber Engineered Woods)
LP OSB
Quality Rating
6.31
5.77
5.66
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Advantech (Huber Engineered Woods)
Georgia-Pacific
LP TechShield
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
87
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.49
6.17
6.00
5.94
5.68
5.22
4.80
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
88
2013 Brand Use Study
Top 3 PAINTS
Brand Familiarity
94%
85%
84%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Benjamin Moore
Behr Paint Corporation
% who heard of each
Brands Specified/Used in Past 2 Years
78%
48%
43%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Benjamin Moore
Kilz (Masterchem Industries)
Brands Specified/Used the Most
46%
22%
12%
12%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Benjamin Moore
Behr Paint Corporation
Kilz (Masterchem Industries)
Quality Rating
5.92
5.89
5.82
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Benjamin Moore
Kilz (Masterchem Industries)
Sherwin-Williams
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
89
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.64
6.19
5.95
5.54
5.32
4.82
4.38
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
90
2013 Brand Use Study
Top 3 RADIANT BARRIER SHEATHING
Brand Familiarity
63%
54%
40%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
DuPont
LP
% who heard of each
Brands Specified/Used in Past 2 Years
40%
28%
14%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
DuPont
LP
Brands Specified/Used the Most
24%
13%
7%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
DuPont
LP
Quality Rating
5.89
5.86
5.44
1.00 2.00 3.00 4.00 5.00 6.00 7.00
DuPont
Georgia-Pacific
LP
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
91
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.51
6.24
6.09
5.83
5.48
4.95
4.64
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
92
2013 Brand Use Study
Top 3 RANGE HOODS
Brand Familiarity
80%
74%
70%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Jenn-Air
% who heard of each
Brands Specified/Used in Past 2 Years
50%
31%
28%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Broan
Brands Specified/Used the Most
24%
13%
12%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Broan
Quality Rating
6.10
5.98
5.92
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Wolf Appliance, Inc
Viking
Bosch
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
93
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.46
6.11
5.99
5.99
5.62
4.98
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
94
2013 Brand Use Study
Top 3 RANGES/COOKTOPS
Brand Familiarity
82%
73%
71%
71%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Kenmore (Sears)
Frigidaire
% who heard of each
Brands Specified/Used in Past 2 Years
53%
32%
26%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Jenn-Air
Brands Specified/Used the Most
31%
14%
10%
10%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Kenmore (Sears)
Viking
Quality Rating
6.20
6.00
5.92
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Wolf Appliance, Inc
Thermador
Viking
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
95
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.48
6.17
6.12
6.07
5.76
5.15
4.45
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
warranty
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
96
2013 Brand Use Study
Top 3 REFRIGERATORS
Brand Familiarity
83%
76%
73%
0% 20% 40% 60% 80% 100%
GE Appliances
Frigidaire
Whirlpool
% who heard of each
Brands Specified/Used in Past 2 Years
53%
35%
31%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Frigidaire
Brands Specified/Used the Most
35%
17%
12%
12%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Kenmore (Sears)
Frigidaire
Quality Rating
6.15
5.97
5.67
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Sub-Zero
Viking
Thermador
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
97
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.51
6.25
6.10
5.93
5.74
5.16
4.51
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
98
2013 Brand Use Study
Top 3 RIDGE VENT SYSTEMS
Brand Familiarity
67%
55%
53%
0% 20% 40% 60% 80% 100%
Owens Corning
GAF Cobra
Ridgeline Ridge Vent System
% who heard of each
Brands Specified/Used in Past 2 Years
42%
31%
27%
0% 20% 40% 60% 80% 100%
Owens Corning
GAF Cobra
Ridgeline Ridge Vent System
Brands Specified/Used the Most
20%
16%
14%
0% 20% 40% 60% 80% 100%
Owens Corning
GAF Cobra
Ridgeline Ridge Vent System
Quality Rating
5.61
5.55
5.45
5.45
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Owens Corning
Ridgeline Ridge Vent System
Air Vent
GAF Cobra
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
99
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.54
6.10
6.05
5.97
5.30
4.42
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
100
2013 Brand Use Study
Top 3 ROOFING: ASPHALT/FIBERGLASS SHINGLES
Brand Familiarity
85%
81%
77%
0% 20% 40% 60% 80% 100%
CertainTeed
GAF (including Timberline)
Owens Corning
% who heard of each
Brands Specified/Used in Past 2 Years
59%
58%
49%
0% 20% 40% 60% 80% 100%
GAF (including Timberline)
CertainTeed
Owens Corning
Brands Specified/Used the Most
31%
26%
20%
0% 20% 40% 60% 80% 100%
GAF (including Timberline)
CertainTeed
Owens Corning
Quality Rating
5.88
5.79
5.63
1.00 2.00 3.00 4.00 5.00 6.00 7.00
GAF (including Timberline)
Owens Corning
CertainTeed
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
101
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.59
6.35
6.14
5.88
5.74
5.02
4.35
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
102
2013 Brand Use Study
Top 3 ROOFING: CLAY/CONCRETE/SYNTHETIC TILES
Brand Familiarity
35%
31%
21%
0% 20% 40% 60% 80% 100%
CertainTeed
GAF TruSlate
Boral Roofing LLC
% who heard of each
Brands Specified/Used in Past 2 Years
11%
6%
4%
4%
4%
0% 20% 40% 60% 80% 100%
CertainTeed
GAF TruSlate
Eagle
Boral Roofing LLC
EMCO
Brands Specified/Used the Most
6%
3%
3%
0% 20% 40% 60% 80% 100%
CertainTeed
Eagle
GAF TruSlate
Quality Rating
6.06
1.00 2.00 3.00 4.00 5.00 6.00 7.00
CertainTeed
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
103
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.44
6.26
6.03
6.03
5.78
5.34
4.94
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
104
2013 Brand Use Study
Top 3 ROOFING: METAL
Brand Familiarity
27%
21%
16%
0% 20% 40% 60% 80% 100%
American Building Components (ABC)
Alcan
Metal Sales Manufacturing
% who heard of each
Brands Specified/Used in Past 2 Years
13%
9%
6%
0% 20% 40% 60% 80% 100%
American Building Components (ABC)
Metal Sales Manufacturing
Alcan
Brands Specified/Used the Most
7%
7%
3%
0% 20% 40% 60% 80% 100%
American Building Components (ABC)
Metal Sales Manufacturing
Alcan
Quality Rating
5.78
1.00 2.00 3.00 4.00 5.00 6.00 7.00
American Building Components (ABC)
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
105
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.24
5.99
5.95
5.95
5.64
5.14
4.44
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
106
2013 Brand Use Study
Top 3 ROOFING: PHOTOVOLTAIC
Brand Familiarity
18%
13%
12%
0% 20% 40% 60% 80% 100%
CertainTeed
BP Solar
Sun Power
% who heard of each
Brands Specified/Used in Past 2 Years
7%
3%
3%
0% 20% 40% 60% 80% 100%
CertainTeed
BP Solar
Sun Power
Brands Specified/Used the Most
3%
1%
1%
1%
0% 20% 40% 60% 80% 100%
CertainTeed
Akeena
Sun Power
BP Solar
Quality Rating
1.00 2.00 3.00 4.00 5.00 6.00 7.00
(none based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
107
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.14
5.81
5.79
5.70
5.19
4.81
4.30
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
108
2013 Brand Use Study
Top 3 SHOWER DOORS/SURROUNDS
Brand Familiarity
67%
65%
47%
0% 20% 40% 60% 80% 100%
American Standard
Kohler
Sterling
% who heard of each
Brands Specified/Used in Past 2 Years
40%
37%
26%
0% 20% 40% 60% 80% 100%
American Standard
Kohler
Sterling
Brands Specified/Used the Most
21%
18%
13%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Sterling
Quality Rating
6.07
5.88
5.70
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Kohler
Jacuzzi
Alumax
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
109
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.54
6.13
6.12
6.06
5.55
4.88
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
110
2013 Brand Use Study
Top 3 SIDING: BRICK & BRICK VENEER
Brand Familiarity
42%
33%
32%
0% 20% 40% 60% 80% 100%
Eldorado Stone
Acme Brick
Boral
% who heard of each
Brands Specified/Used in Past 2 Years
21%
18%
17%
0% 20% 40% 60% 80% 100%
Eldorado Stone
Acme Brick
Boral
Brands Specified/Used the Most
13%
9%
6%
6%
0% 20% 40% 60% 80% 100%
Eldorado Stone
Acme Brick
Belden
Boral
Quality Rating
6.02
5.96
5.91
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Boral
Eldorado Stone
Acme Brick
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
111
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.53
6.28
6.00
5.98
5.73
5.22
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
112
2013 Brand Use Study
Top 3 SIDING: EIFS/STUCCO
Brand Familiarity
76%
27%
25%
25%
0% 20% 40% 60% 80% 100%
Dryvit
STO
Senergy
Simplex (Finestone)
% who heard of each
Brands Specified/Used in Past 2 Years
26%
8%
7%
0% 20% 40% 60% 80% 100%
Dryvit
STO
Senergy
Brands Specified/Used the Most
12%
3%
2%
2%
2%
0% 20% 40% 60% 80% 100%
Dryvit
Senergy
Parex/La Habra
Simplex (Finestone)
STO
Quality Rating
5.35
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Dryvit
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
113
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.40
6.11
5.81
5.67
5.50
4.73
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
114
2013 Brand Use Study
Top 3 SIDING: ENGINEERED WOOD
Brand Familiarity
47%
23%
15%
0% 20% 40% 60% 80% 100%
LP SmartSide
Collins/TruWood
AraucoPly
% who heard of each
Brands Specified/Used in Past 2 Years
22%
6%
3%
0% 20% 40% 60% 80% 100%
LP SmartSide
Collins/TruWood
AraucoPly
Brands Specified/Used the Most
13%
3%
2%
0% 20% 40% 60% 80% 100%
LP SmartSide
Collins/TruWood
AraucoPly
Quality Rating
5.48
1.00 2.00 3.00 4.00 5.00 6.00 7.00
LP SmartSide
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
115
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.43
6.23
6.00
5.75
5.65
4.86
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
116
2013 Brand Use Study
Top 3 SIDING: FIBER CEMENT
Brand Familiarity
79%
64%
46%
0% 20% 40% 60% 80% 100%
HardiePlank (James Hardie)
CertainTeed
Artisan (James Hardie)
% who heard of each
Brands Specified/Used in Past 2 Years
60%
33%
24%
0% 20% 40% 60% 80% 100%
HardiePlank (James Hardie)
CertainTeed
Artisan (James Hardie)
Brands Specified/Used the Most
38%
14%
10%
0% 20% 40% 60% 80% 100%
HardiePlank (James Hardie)
CertainTeed
Artisan (James Hardie)
Quality Rating
6.01
5.83
5.65
1.00 2.00 3.00 4.00 5.00 6.00 7.00
HardiePlank (James Hardie)
Artisan (James Hardie)
CertainTeed
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
117
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.56
6.41
6.13
5.84
5.79
4.93
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
ease of installation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
118
2013 Brand Use Study
Top 3 SIDING: INSULATED
Brand Familiarity
57%
23%
20%
0% 20% 40% 60% 80% 100%
CertainTeed
CedarMax (Heartland)
Mastic Home Exteriors by Ply Gem
% who heard of each
Brands Specified/Used in Past 2 Years
30%
6%
5%
0% 20% 40% 60% 80% 100%
CertainTeed
CedarMax (Heartland)
Mastic Home Exteriors by Ply Gem
Brands Specified/Used the Most
17%
3%
2%
2%
0% 20% 40% 60% 80% 100%
CertainTeed
CedarMax (Heartland)
Mastic Home Exteriors by Ply Gem
CraneBoard
Quality Rating
5.87
1.00 2.00 3.00 4.00 5.00 6.00 7.00
CertainTeed
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
119
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.45
6.26
5.94
5.93
5.75
5.05
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
120
2013 Brand Use Study
Top 3 SIDING: VINYL
Brand Familiarity
64%
45%
28%
28%
0% 20% 40% 60% 80% 100%
CertainTeed
Georgia-Pacific Siding
Alside
Norandex
% who heard of each
Brands Specified/Used in Past 2 Years
35%
14%
12%
0% 20% 40% 60% 80% 100%
CertainTeed
Georgia-Pacific Siding
Alside
Brands Specified/Used the Most
19%
5%
4%
4%
4%
0% 20% 40% 60% 80% 100%
CertainTeed
Alside
Georgia-Pacific Siding
Norandex
Rollex
Quality Rating
5.88
5.50
1.00 2.00 3.00 4.00 5.00 6.00 7.00
CertainTeed
Georgia-Pacific Siding
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
121
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.46
6.32
6.10
6.00
5.79
5.10
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
122
2013 Brand Use Study
Top 3 STAINS/VARNISHES
Brand Familiarity
83%
72%
65%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Olympic
Valspar
% who heard of each
Brands Specified/Used in Past 2 Years
54%
37%
35%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Olympic
Thompson�s/Minwax
Brands Specified/Used the Most
34%
12%
11%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Thompson�s/Minwax
Olympic
Quality Rating
6.03
5.96
5.92
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Sikkens
Sherwin-Williams
Samuel Cabot
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
123
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.60
6.15
6.08
6.00
5.69
5.07
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
124
2013 Brand Use Study
Top 3 SURFACING: LAMINATE
Brand Familiarity
79%
78%
34%
0% 20% 40% 60% 80% 100%
Formica
Wilsonart
Nevamar
% who heard of each
Brands Specified/Used in Past 2 Years
58%
56%
9%
0% 20% 40% 60% 80% 100%
Wilsonart
Formica
Pionite
Brands Specified/Used the Most
29%
25%
3%
0% 20% 40% 60% 80% 100%
Wilsonart
Formica
Pionite
Quality Rating
6.29
6.22
5.81
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Formica
Wilsonart
Pionite
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
125
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.55
6.23
6.18
5.89
5.60
4.95
4.78
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
126
2013 Brand Use Study
Top 3 SURFACING: QUARTZ
Brand Familiarity
63%
50%
42%
0% 20% 40% 60% 80% 100%
Silestone
Cambria
Zodiaq (DuPont)
% who heard of each
Brands Specified/Used in Past 2 Years
25%
19%
13%
0% 20% 40% 60% 80% 100%
Silestone
Cambria
Ceasarstone
Brands Specified/Used the Most
8%
7%
3%
0% 20% 40% 60% 80% 100%
Cambria
Silestone
*
*VT Stone Surfaces; Ceasarstone; Legacy; Zodiaq (DuPont)
Quality Rating
5.91
5.74
5.69
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Cambria
Zodiaq (DuPont)
Silestone
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
127
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.41
6.24
5.99
5.50
5.48
4.92
4.35
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
ease of installation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
128
2013 Brand Use Study
Top 3 SURFACING: SOLID SURFACES
Brand Familiarity
75%
37%
26%
0% 20% 40% 60% 80% 100%
Corian (DuPont)
Gibraltar (Wilsonart)
Nevamar
% who heard of each
Brands Specified/Used in Past 2 Years
35%
16%
12%
0% 20% 40% 60% 80% 100%
Corian (DuPont)
Gibraltar (Wilsonart)
Surell (Formica)
Brands Specified/Used the Most
11%
6%
4%
0% 20% 40% 60% 80% 100%
Corian (DuPont)
Gibraltar (Wilsonart)
Surell (Formica)
Quality Rating
5.90
5.42
5.29
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Corian (DuPont)
Surell (Formica)
Gibraltar (Wilsonart)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
129
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.47
6.25
5.99
5.83
5.61
5.06
4.37
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
130
2013 Brand Use Study
Top 3 TRUCKS: PICKUP
Brand Familiarity
80%
76%
72%
0% 20% 40% 60% 80% 100%
Ford
Chevrolet
Dodge
% who heard of each
Brands Specified/Used in Past 2 Years
53%
41%
22%
22%
0% 20% 40% 60% 80% 100%
Ford
Chevrolet
Dodge
GMC
Brands Specified/Used the Most
35%
27%
14%
0% 20% 40% 60% 80% 100%
Ford
Chevrolet
GMC
Quality Rating
5.95
5.69
5.68
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Ford
Chevrolet
GMC
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
131
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.68
6.29
5.98
5.88
5.43
4.76
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
strength of mfr�s brand / reputation
availability of product through your dealer
strong relationship with the mfr / dealer
ease of installation
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
132
2013 Brand Use Study
Top 3 UNDERLAYMENT
Brand Familiarity
74%
64%
63%
0% 20% 40% 60% 80% 100%
DUROCK (USG)
CertainTeed
James Hardie
% who heard of each
Brands Specified/Used in Past 2 Years
65%
44%
40%
0% 20% 40% 60% 80% 100%
DUROCK (USG)
James Hardie
CertainTeed
Brands Specified/Used the Most
32%
22%
16%
0% 20% 40% 60% 80% 100%
DUROCK (USG)
James Hardie
CertainTeed
Quality Rating
5.99
5.91
5.85
1.00 2.00 3.00 4.00 5.00 6.00 7.00
DUROCK (USG)
James Hardie
Georgia-Pacific (DensShield)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
133
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.63
6.31
6.28
6.14
5.61
4.93
4.50
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
ease of installation
availability of product through your dealer
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
134
2013 Brand Use Study
Top 3 WALLBOARD
Brand Familiarity
89%
59%
54%
0% 20% 40% 60% 80% 100%
SHEETROCK (USG)
Gold Bond (National Gypsum)
CertainTeed
% who heard of each
Brands Specified/Used in Past 2 Years
75%
39%
26%
26%
0% 20% 40% 60% 80% 100%
SHEETROCK (USG)
Gold Bond (National Gypsum)
Georgia-Pacific (DensArmor)
CertainTeed
Brands Specified/Used the Most
52%
16%
10%
0% 20% 40% 60% 80% 100%
SHEETROCK (USG)
Gold Bond (National Gypsum)
CertainTeed
Quality Rating
6.07
5.85
5.81
1.00 2.00 3.00 4.00 5.00 6.00 7.00
SHEETROCK (USG)
Georgia-Pacific (DensArmor)
Gold Bond (National Gypsum)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
135
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.47
6.29
6.14
5.92
5.69
5.21
4.63
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
availability of product through your dealer
ease of installation
warranty
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
136
2013 Brand Use Study
Top 3 WATER HEATERS
Brand Familiarity
79%
78%
77%
0% 20% 40% 60% 80% 100%
Rheem
GE Appliances
Kenmore (Sears)
% who heard of each
Brands Specified/Used in Past 2 Years
44%
42%
36%
0% 20% 40% 60% 80% 100%
A.O. Smith
GE Appliances
Whirlpool
Brands Specified/Used the Most
26%
18%
16%
0% 20% 40% 60% 80% 100%
A.O. Smith
GE Appliances
Whirlpool
Quality Rating
6.00
5.78
5.77
5.77
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Rinnai
Bosch
A.O. Smith
Rheem
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
137
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.58
6.11
6.08
5.91
5.46
5.30
4.93
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
ease of installation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
138
2013 Brand Use Study
Top 3 WHIRLPOOL BATHS
Brand Familiarity
82%
80%
79%
0% 20% 40% 60% 80% 100%
American Standard
Kohler
Jacuzzi
% who heard of each
Brands Specified/Used in Past 2 Years
48%
37%
34%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Jacuzzi
Brands Specified/Used the Most
24%
21%
13%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Jacuzzi
Quality Rating
6.04
5.67
5.64
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Kohler
American Standard
Jacuzzi
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
139
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.47
6.32
6.12
6.05
5.78
5.49
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
strength of mfr�s brand / reputation
ease of installation
strong relationship with the mfr / dealer
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
140
2013 Brand Use Study
Top 3 WINDOWS: SKYLIGHTS/ROOF
Brand Familiarity
71%
68%
51%
0% 20% 40% 60% 80% 100%
Andersen
Velux
Solatube
% who heard of each
Brands Specified/Used in Past 2 Years
42%
32%
18%
0% 20% 40% 60% 80% 100%
Velux
Andersen
Solatube
Brands Specified/Used the Most
28%
17%
6%
0% 20% 40% 60% 80% 100%
Velux
Andersen
Solatube
Quality Rating
6.29
6.10
5.66
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Velux
Andersen
Solatube
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
141
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.69
6.44
6.29
6.09
5.94
5.57
5.10
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
availability of product through your dealer
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
142
2013 Brand Use Study
Top 3 WINDOWS: VINYL
Brand Familiarity
79%
53%
45%
0% 20% 40% 60% 80% 100%
JELD-WEN
CertainTeed
Hurd Windows and Doors
% who heard of each
Brands Specified/Used in Past 2 Years
33%
19%
12%
12%
0% 20% 40% 60% 80% 100%
JELD-WEN
Silver Line (an Andersen Company)
CertainTeed
ThermaStar by Pella
Brands Specified/Used the Most
13%
9%
7%
0% 20% 40% 60% 80% 100%
JELD-WEN
Silver Line (an Andersen Company)
Milgard
Quality Rating
5.81
5.81
5.72
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Simonton
Milgard
ThermaStar by Pella
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
143
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.67
6.46
6.20
6.15
6.11
5.77
5.24
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
availability of product through your dealer
ease of installation
strength of mfr�s brand / reputation
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)
© 2012 Hanley Wood
144
2013 Brand Use Study
Top 3 WINDOWS: WOOD & CLAD-WOOD
Brand Familiarity
83%
79%
72%
0% 20% 40% 60% 80% 100%
Andersen
Pella
JELD-WEN
% who heard of each
Brands Specified/Used in Past 2 Years
40%
31%
23%
23%
0% 20% 40% 60% 80% 100%
Andersen
Pella
Marvin
JELD-WEN
Brands Specified/Used the Most
26%
16%
11%
0% 20% 40% 60% 80% 100%
Andersen
Pella
Marvin
Quality Rating
6.14
6.06
5.94
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Andersen
Marvin
Pella
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
145
2013 Brand Use Study
Importance of Factors Influencing Brand Selection
6.66
6.49
6.23
6.19
6.11
5.87
5.23
1.00 2.00 3.00 4.00 5.00 6.00 7.00
product performance
warranty
ease of installation
strength of mfr�s brand / reputation
availability of product through your dealer
strong relationship with the mfr / dealer
green/sustainable features
mean importance (1 = not at all; 7 = very)