News | USP Marketing Consultancy

Back

How effective is investing in the brand?

Reiner Zuydgeest from USP Marketing Consultancy has analysed the aided brand awareness in seven product categories.

Reiner Zuydgeest from USP Marketing Consultancy has analysed the aided brand awareness in seven product categories.

Is it worth investing in the brand? USP Marketing Consultancy has looked at the aided brand awareness of 18 branded manufacturers as well as of private labels of retailers among European consumers. Reiner Zuydgeest, managing consultant, has summarised the results for seven product categories:

Bathroom products

Grohe and Villeroy & Boch are two of the best-known brands for bathroom products in Europe. These brands are mentioned in the top 5 of brands in eight European countries. More than 55 per cent of European consumers know Grohe in the researched European countries, except for Denmark, France and Spain, where this percentage is lower. The brand awareness of Villeroy & Boch differs according to country and varies between 30 per cent and 70 per cent.
Hansgrohe and Geberit are mentioned in four European countries. Hansgrohe has a brand awareness among European consumers of between 30 per cent and 50 per cent. For Geberit the brand awareness is between 30 per cent and 65 per cent in the countries where Geberit is mentioned in the top 5.

Paint

Many brands from AkzoNobel and PPG are mentioned in this category. These manufacturers have a broad brand portfolio and make use of different brand names in each country. Regarding the specific brands, Dulux is mentioned in four countries. This is especially the case in Poland and the UK, where there is a high brand awareness (more than 80 per cent). Private labels from retailers like Obi and Gamma are also mentioned in the category 'Paint'.

Paint supplies

3M is mentioned in all researched countries. In every country 3M is mentioned in the top 5 with at least 30 per cent aided awareness. Scotch is mentioned in ten countries and has an aided brand awareness of 69 per cent in Italy. Tesa is mentioned in almost all countries and is the best known brand in Austria and Germany with 60 per cent aided brand awareness.

Roof daylight solutions

Velux is clearly the best known brand in the category of roof daylight solutions, mentioned in all countries as the best known brand. Roto is mentioned in eight countries, but the highest brand awareness of Roto is 12 per cent in Germany. Roofland is mentioned in six European countries. The aided brand awareness of Roofland is highest in the UK (11 per cent).

Safety

Yale mentioned in eight countries and has the highest aided brand awareness in the UK (71 per cent). In the other countries it is about 40 per cent. Abus is mentioned in six countries and has the highest aided brand awareness in Germany (50 per cent). In the rest of the countries, this share is lower.

Sealants & adhesives

Pattex is mentioned in seven countries and has a relatively high aided brand awareness. In some countries Pattex is the best known brand. In other countries Pattex is not the best known brand but still has an aided brand awareness of at least 60 per cent. UHU is mentioned in four countries and has a high brand awareness of more than 70 per cent in Austria and Germany. Bostik is mentioned in four countries and has a high brand awareness of around 70 per cent in Italy and the UK.

Tools

Bosch and Black & Decker have the highest aided brand awareness in the tools market. Bosch is mentioned in all researched countries. In most of the countries, 80 per cent of the consumers know Bosch. Black & Decker is also mentioned in eleven countries, but fewer consumers know this brand. Kärcher is mentioned in ten countries. In most of the countries, the brand awareness is between 60 per cent and 70 per cent, except for the Netherlands and Spain, where this share is lower.

Conclusion

All in all, different brands are mentioned in all categories, but it is clear that the branding efforts pay off for manufacturers in the home improvement market. The effectiveness of these efforts depends on the country and the market the manufacturer is active in. In some of the categories where USP Marketing Consultancy has measured the aided brand awareness, there are one or two best-known brands and in other categories this market seems to be more divided. The larger manufacturers could use many brand names or they could use one umbrella brand. That is one of the considerations for European manufacturers when developing a strategy.

|30 January 2018


SEND
 PRINT 

Post a comment

* Please complete the areas marked in red correctly and in full!.



(will not be published)

* obligatory fields


Latest news

Byggmax opens new store in Malung

Byggmax has opened a new store in Malung. The new store is located at Västra Industrigatan 14. Byggmax sells construction materials such as lumber, View news...

Hellweg and Toom Baumarkt resurrect the DIY Union

Hellweg Die Profi-Baumärkte GmbH & Co. KG and Toom Baumarkt GmbH are resurrecting their collaboration in the DIY Union procurement company, which View news...

New managing director at Velux

Jacob Madsen is the new managing director of Velux Deutschland GmbH. He thus succeeds Felix Egger, who has occupied the position on a provisional View news...

Lowe reorganises management structure

Lowe's Companies, Inc. (NYSE: LOW) has simplified its management structure and reorganised the distribution of responsibilities. The aim of the View news...

Actual figures

Statistics Home Improvement Europe


Statistics Home Improvement
This brochure provides a competent overview of the situation in the Home Improvement sector in 31 European countries.

Order now!

5th Global DIY Summit 2017

Abus

Abus

ABUS Security solutions – for today and tomorrow

The 5th Global DIY Summit in Berlin was a first class networking event for the international home improvement industry. Here are the portraits of some of the most important companies that exhibited at the International Congress Exhibition.

Gallery