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© 2011 Hanley Wood
i
2012 Brand Use Study
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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2012 Brand Use Study
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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2012 Brand Use Study
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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2012 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. 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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2012 Brand Use Study
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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2012 Brand Use Study
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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2012 Brand Use Study
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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2012 Brand Use Study
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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2012 Brand Use Study
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
Delta Matching Bath Accessories
American Standard
Brands Used the Most
40%
29%
25%
0% 20% 40% 60% 80% 100%
Kohler
Moen/Creative Specialties Int'l
Delta Matching Bath Accessories
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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2012 Brand Use Study
Top 3 BATH FIXTURES
Brand Familiarity
91%
87%
68%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Jacuzzi
% who heard of each
Brands Used in Past 2 Years
78%
63%
34%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Jacuzzi
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 BATHROOM VENTILATION/FANS
Brand Familiarity
82%
74%
51%
0% 20% 40% 60% 80% 100%
NuTone
Broan
Panasonic
% who heard of each
Brands Used in Past 2 Years
65%
56%
28%
0% 20% 40% 60% 80% 100%
NuTone
Broan
Panasonic
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 BUILDER INSTRUMENTS
Brand Familiarity
74%
71%
40%
0% 20% 40% 60% 80% 100%
DeWalt
Stanley
David White
% who heard of each
Brands Used in Past 2 Years
53%
50%
19%
0% 20% 40% 60% 80% 100%
DeWalt
Stanley
David White
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
27%
9%
8%
8%
0% 20% 40% 60% 80% 100%
KraftMaid
Quaker Maid
Wellborn
Wood-Mode
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 CABINETS: STOCK
Brand Familiarity
62%
52%
47%
0% 20% 40% 60% 80% 100%
KraftMaid
Merillat
Aristokraft
% who heard of each
Brands Used in Past 2 Years
22%
21%
13%
0% 20% 40% 60% 80% 100%
KraftMaid
Merillat
Aristokraft
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 CARPET
Brand Familiarity
76%
69%
21%
0% 20% 40% 60% 80% 100%
Mohawk
Shaw Industries
Dalton Paradise Carpet
% who heard of each
Brands Used in Past 2 Years
58%
52%
6%
0% 20% 40% 60% 80% 100%
Mohawk
Shaw Industries
Dalton Paradise Carpet
Brands Used the Most
28%
28%
2%
0% 20% 40% 60% 80% 100%
Shaw Industries
Mohawk
Dalton Paradise Carpet
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+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
67%
60%
45%
0% 20% 40% 60% 80% 100%
DAP (Phenoseal)
GE Silicones, Sealants, Adhesives
Gorilla Glue
Brands Used the Most
32%
27%
19%
0% 20% 40% 60% 80% 100%
DAP (Phenoseal)
GE Silicones, Sealants, Adhesives
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
GE Silicones, Sealants, Adhesives
Gorilla Glue
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 CENTRAL VACUUMS
Brand Familiarity
58%
52%
51%
0% 20% 40% 60% 80% 100%
NuTone
Hoover
Eureka
% who heard of each
Brands Used in Past 2 Years
20%
16%
10%
0% 20% 40% 60% 80% 100%
NuTone
Beam
Hoover
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 CERAMIC TILE
Brand Familiarity
64%
62%
46%
0% 20% 40% 60% 80% 100%
Armstrong
Dal-Tile
American Olean
% who heard of each
Brands Used in Past 2 Years
44%
35%
24%
24%
0% 20% 40% 60% 80% 100%
Dal-Tile
Armstrong
American Olean
Florida Tile
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
34%
23%
15%
0% 20% 40% 60% 80% 100%
Closet Maid
Rubbermaid
California Closets
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 COMPACT EQUIPMENT
Brand Familiarity
75%
71%
70%
0% 20% 40% 60% 80% 100%
Bobcat Company
Caterpillar
John Deere
% who heard of each
Brands Used in Past 2 Years
39%
29%
27%
0% 20% 40% 60% 80% 100%
Bobcat Company
John Deere
Caterpillar
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
49%
27%
19%
0% 20% 40% 60% 80% 100%
Trex
AZEK Decks
TimberTech
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
27%
12%
9%
0% 20% 40% 60% 80% 100%
Fypon
Permacast (HB&G)
Mid-America Siding Components
Brands Used the Most
15%
7%
3%
3%
0% 20% 40% 60% 80% 100%
Fypon
Permacast (HB&G)
CertainTeed Restoration Millwork
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
CertainTeed Restoration Millwork
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
23%
17%
12%
0% 20% 40% 60% 80% 100%
Fypon
Flex Trim
Permacast (HB&G)
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 DISHWASHERS
Brand Familiarity
89%
88%
86%
0% 20% 40% 60% 80% 100%
Whirlpool
Kenmore (Sears)
GE Appliances
% who heard of each
Brands Used in Past 2 Years
53%
47%
39%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
KitchenAid
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 DISPOSERS
Brand Familiarity
73%
70%
69%
0% 20% 40% 60% 80% 100%
In-Sink-Erator
GE Appliances
KitchenAid
% who heard of each
Brands Used in Past 2 Years
57%
40%
33%
0% 20% 40% 60% 80% 100%
In-Sink-Erator
GE Appliances
KitchenAid
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 DOORS: ENTRY
Brand Familiarity
84%
82%
79%
0% 20% 40% 60% 80% 100%
Pella
JELD-WEN
Therma-Tru
% who heard of each
Brands Used in Past 2 Years
51%
42%
42%
42%
0% 20% 40% 60% 80% 100%
Therma-Tru
JELD-WEN
Pella
Masonite
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 DOORS: GARAGE
Brand Familiarity
72%
62%
53%
0% 20% 40% 60% 80% 100%
Overhead Door
Wayne-Dalton
Clopay
% who heard of each
Brands Used in Past 2 Years
39%
26%
24%
0% 20% 40% 60% 80% 100%
Overhead Door
Wayne-Dalton
Clopay
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 DOORS: INTERIOR PASSAGE
Brand Familiarity
74%
66%
33%
0% 20% 40% 60% 80% 100%
Masonite
JELD-WEN
Benchmark
% who heard of each
Brands Used in Past 2 Years
50%
32%
13%
0% 20% 40% 60% 80% 100%
Masonite
JELD-WEN
Simpson
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 DOORS: PATIO
Brand Familiarity
88%
77%
76%
0% 20% 40% 60% 80% 100%
Andersen
JELD-WEN
Pella
% who heard of each
Brands Used in Past 2 Years
56%
36%
33%
0% 20% 40% 60% 80% 100%
Andersen
JELD-WEN
Pella
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
50%
35%
23%
0% 20% 40% 60% 80% 100%
Square D by Schneider Electric
GE Appliances
Siemens/Murray
Brands Used the Most
32%
20%
11%
0% 20% 40% 60% 80% 100%
Square D by Schneider Electric
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
Square D by Schneider Electric
Siemens/Murray
Eaton Electrical
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
6%
4%
2%
0% 20% 40% 60% 80% 100%
Otis at home
ThyssenKrupp Access
Inclinator
Brands Used the Most
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+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
43%
36%
35%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
Boise Cascade
TJI Joists (iLevel)
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
30
2012 Brand Use Study
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
Brands Used in Past 2 Years
18%
16%
7%
0% 20% 40% 60% 80% 100%
CertainTeed Form-A-Drain
Tuff-N-Dri
Ultra-Shield
Brands Used the Most
11%
8%
4%
0% 20% 40% 60% 80% 100%
CertainTeed Form-A-Drain
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
CertainTeed Form-A-Drain
Ultra-Shield
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
31
2012 Brand Use Study
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
Brands Used in Past 2 Years
57%
34%
24%
0% 20% 40% 60% 80% 100%
HardieTrim (James Hardie)
AZEK Trimboards
Fypon
Brands Used the Most
28%
17%
7%
7%
0% 20% 40% 60% 80% 100%
HardieTrim (James Hardie)
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
HardieTrim (James Hardie)
TrexTrim
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
32
2012 Brand Use Study
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
Brands Used in Past 2 Years
32%
27%
27%
0% 20% 40% 60% 80% 100%
Dow Styrofoam
Georgia-Pacific (DensGlass Gold)
US Gypsum
Brands Used the Most
13%
13%
12%
0% 20% 40% 60% 80% 100%
US Gypsum
Georgia-Pacific (DensGlass Gold)
Dow Styrofoam
Quality Rating
5.87
5.79
5.68
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Georgia-Pacific (DensGlass Gold)
Dow Styrofoam
US Gypsum
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
33
2012 Brand Use Study
Top 3 FAUCETS
Brand Familiarity
86%
84%
82%
0% 20% 40% 60% 80% 100%
Delta
Moen
Kohler
% who heard of each
Brands Used in Past 2 Years
65%
63%
60%
0% 20% 40% 60% 80% 100%
Delta
Moen
Kohler
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
34
2012 Brand Use Study
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
Brands Used in Past 2 Years
25%
23%
11%
0% 20% 40% 60% 80% 100%
Bank of America
Wells Fargo Home Mortgage
Capital One
Brands Used the Most
10%
6%
5%
5%
0% 20% 40% 60% 80% 100%
Bank of America
Wells Fargo Home Mortgage
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
35
2012 Brand Use Study
Top 3 FIREPLACES/WOOD STOVES
Brand Familiarity
55%
49%
48%
0% 20% 40% 60% 80% 100%
Heatilator
Majestic
Heat & Glo
% who heard of each
Brands Used in Past 2 Years
29%
23%
22%
0% 20% 40% 60% 80% 100%
Heatilator
Heat & Glo
Majestic
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
36
2012 Brand Use Study
Top 3 FLOORING: LAMINATE
Brand Familiarity
83%
70%
61%
61%
0% 20% 40% 60% 80% 100%
Armstrong
Pergo
Wilsonart
Mohawk
% who heard of each
Brands Used in Past 2 Years
51%
27%
27%
27%
0% 20% 40% 60% 80% 100%
Armstrong
Pergo
Shaw
Wilsonart
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
37
2012 Brand Use Study
Top 3 FLOORING: VINYL
Brand Familiarity
82%
63%
57%
0% 20% 40% 60% 80% 100%
Armstrong
Congoleum
Mannington
% who heard of each
Brands Used in Past 2 Years
49%
26%
23%
0% 20% 40% 60% 80% 100%
Armstrong
Congoleum
Mannington
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
38
2012 Brand Use Study
Top 3 FLOORING: WOOD
Brand Familiarity
70%
61%
60%
0% 20% 40% 60% 80% 100%
Bruce
Armstrong
Lumber Liquidators
% who heard of each
Brands Used in Past 2 Years
40%
28%
18%
0% 20% 40% 60% 80% 100%
Bruce
Armstrong
Shaw
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
39
2012 Brand Use Study
Top 3 GARAGE DOOR OPENERS
Brand Familiarity
76%
75%
66%
0% 20% 40% 60% 80% 100%
LiftMaster
Genie
Craftsmen
% who heard of each
Brands Used in Past 2 Years
49%
29%
28%
0% 20% 40% 60% 80% 100%
LiftMaster
Genie
Overhead Door
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
40
2012 Brand Use Study
Top 3 GENERATORS: PORTABLE
Brand Familiarity
68%
66%
58%
0% 20% 40% 60% 80% 100%
Briggs & Stratton
American Honda
DeWalt
% who heard of each
Brands Used in Past 2 Years
32%
25%
22%
0% 20% 40% 60% 80% 100%
American Honda
Briggs & Stratton
Generac
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
41
2012 Brand Use Study
Top 3 GENERATORS: STATIONARY
Brand Familiarity
57%
51%
43%
0% 20% 40% 60% 80% 100%
Kohler
Generac
Cummins Onan
% who heard of each
Brands Used in Past 2 Years
22%
15%
10%
0% 20% 40% 60% 80% 100%
Generac
Kohler
Cummins Onan
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
42
2012 Brand Use Study
Top 3 HOME ENTERTAINMENT
Brand Familiarity
76%
71%
71%
0% 20% 40% 60% 80% 100%
Bose
Panasonic
Sony
% who heard of each
Brands Used in Past 2 Years
33%
27%
25%
0% 20% 40% 60% 80% 100%
Bose
Sony
Panasonic
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
43
2012 Brand Use Study
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
Brands Used in Past 2 Years
78%
25%
18%
0% 20% 40% 60% 80% 100%
Tyvek (DuPont)
CertainTeed
Typar (Fiberweb)
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
44
2012 Brand Use Study
Top 3 HVAC
Brand Familiarity
81%
80%
77%
0% 20% 40% 60% 80% 100%
Carrier
Trane
Rheem
% who heard of each
Brands Used in Past 2 Years
44%
40%
29%
0% 20% 40% 60% 80% 100%
Carrier
Trane
Lennox
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
45
2012 Brand Use Study
Top 3 INSULATION
Brand Familiarity
80%
75%
63%
0% 20% 40% 60% 80% 100%
Owens Corning
CertainTeed
Johns Manville
% who heard of each
Brands Used in Past 2 Years
65%
45%
35%
0% 20% 40% 60% 80% 100%
Owens Corning
CertainTeed
Johns Manville
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
46
2012 Brand Use Study
Top 3 KITCHEN SINKS
Brand Familiarity
91%
88%
75%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Moen
% who heard of each
Brands Used in Past 2 Years
71%
56%
42%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Moen
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
47
2012 Brand Use Study
Top 3 LAUNDRY APPLIANCES
Brand Familiarity
82%
81%
79%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Maytag
% who heard of each
Brands Used in Past 2 Years
49%
42%
33%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Maytag
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
48
2012 Brand Use Study
Top 3 LIGHTING
Brand Familiarity
67%
42%
42%
0% 20% 40% 60% 80% 100%
Halo
Progress
Kichler
% who heard of each
Brands Used in Past 2 Years
48%
30%
28%
0% 20% 40% 60% 80% 100%
Halo
Progress
Kichler
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
49
2012 Brand Use Study
Top 3 LIGHTING CONTROLS/SWITCHES
Brand Familiarity
80%
62%
60%
0% 20% 40% 60% 80% 100%
Leviton
Lutron
General Electric
% who heard of each
Brands Used in Past 2 Years
64%
43%
31%
0% 20% 40% 60% 80% 100%
Leviton
Lutron
General Electric
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
50
2012 Brand Use Study
Top 3 LOCKSETS/HARDWARE
Brand Familiarity
88%
85%
76%
0% 20% 40% 60% 80% 100%
Kwikset
Schlage
Baldwin
% who heard of each
Brands Used in Past 2 Years
67%
66%
35%
0% 20% 40% 60% 80% 100%
Kwikset
Schlage
Baldwin
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
51
2012 Brand Use Study
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
Brands Used in Past 2 Years
27%
25%
16%
0% 20% 40% 60% 80% 100%
Cultured Stone
Eldorado Stone
Coronado Stone
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
52
2012 Brand Use Study
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
Brands Used in Past 2 Years
52%
34%
30%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
LP OSB
Advantech
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
53
2012 Brand Use Study
Top 3 OUTDOOR KITCHENS/GRILLS/BARBEQUES
Brand Familiarity
64%
62%
61%
0% 20% 40% 60% 80% 100%
Viking
Weber
KitchenAid
% who heard of each
Brands Used in Past 2 Years
24%
23%
17%
0% 20% 40% 60% 80% 100%
Viking
Weber
KitchenAid
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
54
2012 Brand Use Study
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
Brands Used in Past 2 Years
67%
50%
33%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Benjamin Moore
Behr Paint Corporation
Brands Used the Most
41%
26%
12%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Benjamin Moore
Behr Paint Corporation
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
55
2012 Brand Use Study
Top 3 PROTECTIVE SURFACING
Brand Familiarity
48%
30%
19%
0% 20% 40% 60% 80% 100%
Zipwall
Protective Products
Polytak
% who heard of each
Brands Used in Past 2 Years
23%
20%
6%
0% 20% 40% 60% 80% 100%
Zipwall
Protective Products
Polytak
Brands Used the Most
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
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
56
2012 Brand Use Study
Top 3 RADIANT BARRIER SHEATHING
Brand Familiarity
51%
45%
25%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
DuPont
LP
% who heard of each
Brands Used in Past 2 Years
26%
21%
11%
0% 20% 40% 60% 80% 100%
Georgia-Pacific
DuPont
LP
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
57
2012 Brand Use Study
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
Brands Used in Past 2 Years
44%
30%
25%
0% 20% 40% 60% 80% 100%
GE Appliances
Broan
Whirlpool
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
58
2012 Brand Use Study
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
Brands Used in Past 2 Years
60%
43%
41%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
KitchenAid
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
59
2012 Brand Use Study
Top 3 REFRIGERATORS
Brand Familiarity
87%
80%
80%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Kenmore (Sears)
% who heard of each
Brands Used in Past 2 Years
51%
32%
25%
25%
0% 20% 40% 60% 80% 100%
GE Appliances
Whirlpool
Frigidaire
Sub-Zero
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
60
2012 Brand Use Study
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
Brands Used in Past 2 Years
18%
16%
1%
1%
0% 20% 40% 60% 80% 100%
Keystone
Versa-Lok
Mesa Retaining Wall Systems
Rapid Building Systems
Brands Used the Most
12%
10%
1%
0% 20% 40% 60% 80% 100%
Keystone
Versa-Lok
Mesa Retaining Wall Systems
Quality Rating
5.56
5.42
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Keystone
Versa-Lok
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
35%
27%
17%
17%
0% 20% 40% 60% 80% 100%
Owens Corning
GAF Cobra
Ridgeline Ridge Vent System
Cor-A-Vent
Brands Used the Most
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
Ridgeline Ridge Vent System
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
49%
49%
45%
0% 20% 40% 60% 80% 100%
CertainTeed
GAF (including Timberline)
Owens Corning
Brands Used the Most
29%
28%
19%
0% 20% 40% 60% 80% 100%
GAF (including Timberline)
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
GAF (including Timberline)
Owens Corning
CertainTeed
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
16%
8%
7%
0% 20% 40% 60% 80% 100%
CertainTeed
Monier Lifetile
GAF TruSlate
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 ROOFING: METAL
Brand Familiarity
22%
22%
16%
0% 20% 40% 60% 80% 100%
American Building Components
Alcan
Bethlehem
% who heard of each
Brands Used in Past 2 Years
7%
4%
4%
0% 20% 40% 60% 80% 100%
American Building Components
Alcan
Revere Copper
Brands Used the Most
3%
3%
2%
0% 20% 40% 60% 80% 100%
American Building Components
Metal Sales Manufacturing
Bethlehem
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
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2012 Brand Use Study
Top 3 ROOFING: PHOTOVOLTAIC
Brand Familiarity
22%
15%
14%
0% 20% 40% 60% 80% 100%
CertainTeed
BP Solar
Sun Power
% who heard of each
Brands Used in Past 2 Years
8%
4%
2%
0% 20% 40% 60% 80% 100%
CertainTeed
Sun Power
BP Solar
Brands Used the Most
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
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 SHOWER DOORS/SURROUNDS
Brand Familiarity
81%
76%
70%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Jacuzzi
% who heard of each
Brands Used in Past 2 Years
56%
46%
32%
0% 20% 40% 60% 80% 100%
Kohler
American Standard
Jacuzzi
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 SIDING: BRICK
Brand Familiarity
50%
31%
28%
0% 20% 40% 60% 80% 100%
Eldorado Stone
Boral
Acme Brick
% who heard of each
Brands Used in Past 2 Years
25%
17%
14%
0% 20% 40% 60% 80% 100%
Eldorado Stone
Boral
Acme Brick
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 SIDING: EIFS/STUCCO
Brand Familiarity
60%
14%
12%
0% 20% 40% 60% 80% 100%
Dryvit
STO
Simplex (Finestone)
% who heard of each
Brands Used in Past 2 Years
27%
8%
4%
4%
4%
0% 20% 40% 60% 80% 100%
Dryvit
STO
Simplex (Finestone)
Senergy
Parex/La Habra
Brands Used the Most
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
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
26%
6%
4%
0% 20% 40% 60% 80% 100%
LP SmartSide
Collins/TruWood
Roseburg/DuraTemp
Brands Used the Most
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
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
63%
26%
14%
0% 20% 40% 60% 80% 100%
HardiePlank (James Hardie)
Weatherboards (CertainTeed)
Artisan (James Hardie)
Brands Used the Most
42%
13%
5%
0% 20% 40% 60% 80% 100%
HardiePlank (James Hardie)
Weatherboards (CertainTeed)
Artisan (James Hardie)
Quality Rating
5.99
5.78
5.48
1.00 2.00 3.00 4.00 5.00 6.00 7.00
HardiePlank (James Hardie)
Artisan (James Hardie)
Weatherboards (CertainTeed)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
19%
6%
5%
0% 20% 40% 60% 80% 100%
CedarBoards (CertainTeed)
Mastic Home Exteriors by Ply Gem
CraneBoard
Brands Used the Most
15%
3%
2%
0% 20% 40% 60% 80% 100%
CedarBoards (CertainTeed)
Mastic Home Exteriors by Ply Gem
*
*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
CedarBoards (CertainTeed)
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 SIDING: VINYL
Brand Familiarity
67%
52%
32%
0% 20% 40% 60% 80% 100%
CertainTeed
Georgia-Pacific Siding
Alside
% who heard of each
Brands Used in Past 2 Years
36%
21%
13%
13%
0% 20% 40% 60% 80% 100%
CertainTeed
Georgia-Pacific Siding
Alside
Norandex
Brands Used the Most
23%
9%
8%
8%
0% 20% 40% 60% 80% 100%
CertainTeed
Alside
Georgia-Pacific Siding
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 SPEAKERS: OUTDOOR
Brand Familiarity
71%
52%
12%
0% 20% 40% 60% 80% 100%
Bose
JBL
WeatherCraft (SpeakerCraft)
% who heard of each
Brands Used in Past 2 Years
30%
15%
2%
0% 20% 40% 60% 80% 100%
Bose
JBL
WeatherCraft (SpeakerCraft)
Brands Used the Most
15%
7%
1%
1%
0% 20% 40% 60% 80% 100%
Bose
JBL
WeatherCraft (SpeakerCraft)
Russound
Quality Rating
6.38
5.93
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Bose
JBL
(no others based on 30+)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 STAINS/VARNISHES
Brand Familiarity
91%
83%
76%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Olympic
Valspar
% who heard of each
Brands Used in Past 2 Years
74%
41%
39%
0% 20% 40% 60% 80% 100%
Sherwin-Williams
Olympic
Thompson�s/Minwax
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 SURFACING: LAMINATE
Brand Familiarity
90%
80%
40%
0% 20% 40% 60% 80% 100%
Formica
Wilsonart
Nevamar
% who heard of each
Brands Used in Past 2 Years
66%
56%
16%
0% 20% 40% 60% 80% 100%
Formica
Wilsonart
Nevamar
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 SURFACING: QUARTZ
Brand Familiarity
58%
40%
39%
0% 20% 40% 60% 80% 100%
Silestone
Zodiaq (DuPont)
Cambria
% who heard of each
Brands Used in Past 2 Years
29%
15%
14%
0% 20% 40% 60% 80% 100%
Silestone
Cambria
Zodiaq (DuPont)
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
54%
10%
6%
0% 20% 40% 60% 80% 100%
Corian (DuPont)
Gibraltar (Wilsonart)
*
*LG HI-MACS; Swan; Surell (Formica)
Brands Used the Most
33%
3%
2%
0% 20% 40% 60% 80% 100%
Corian (DuPont)
Gibraltar (Wilsonart)
*
*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)
Gibraltar (Wilsonart)
Nevamar (Fountainhead)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 TRUCKS: PICKUP
Brand Familiarity
83%
82%
71%
0% 20% 40% 60% 80% 100%
Ford
Chevrolet
GMC
% who heard of each
Brands Used in Past 2 Years
49%
45%
17%
0% 20% 40% 60% 80% 100%
Ford
Chevrolet
GMC
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 UNDERLAYMENT
Brand Familiarity
68%
64%
64%
0% 20% 40% 60% 80% 100%
DUROCK (USG)
CertainTeed
James Hardie
% who heard of each
Brands Used in Past 2 Years
55%
41%
34%
0% 20% 40% 60% 80% 100%
DUROCK (USG)
James Hardie
CertainTeed
Brands Used the Most
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)
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
72%
33%
29%
0% 20% 40% 60% 80% 100%
SHEETROCK (USG)
Gold Bond (National Gypsum)
Georgia-Pacific (DensArmor/Plus)
Brands Used the Most
47%
13%
9%
0% 20% 40% 60% 80% 100%
SHEETROCK (USG)
Gold Bond (National Gypsum)
Georgia-Pacific (DensArmor/Plus)
Quality Rating
5.90
5.81
5.61
1.00 2.00 3.00 4.00 5.00 6.00 7.00
SHEETROCK (USG)
Gold Bond (National Gypsum)
Hardie Gypsum
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
46%
34%
23%
0% 20% 40% 60% 80% 100%
A.O. Smith
Rheem
Rinnai
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 WHIRLPOOL BATHS
Brand Familiarity
83%
78%
76%
0% 20% 40% 60% 80% 100%
Kohler
Jacuzzi
American Standard
% who heard of each
Brands Used in Past 2 Years
51%
42%
38%
0% 20% 40% 60% 80% 100%
Kohler
Jacuzzi
American Standard
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
Top 3 WINDOWS: SKYLIGHTS/ROOF
Brand Familiarity
71%
71%
47%
0% 20% 40% 60% 80% 100%
Andersen
Velux
Solatube
% who heard of each
Brands Used in Past 2 Years
50%
37%
20%
0% 20% 40% 60% 80% 100%
Velux
Andersen
Solatube
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
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2012 Brand Use Study
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
Brands Used in Past 2 Years
31%
17%
17%
0% 20% 40% 60% 80% 100%
JELD-WEN
Silver Line
ThermaStar by Pella
Brands Used the Most
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
mean (1 = poor; 7 = excellent)
© 2012 Hanley Wood
85
2012 Brand Use Study
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
Brands Used in Past 2 Years
53%
35%
27%
27%
0% 20% 40% 60% 80% 100%
Andersen
Pella
JELD-WEN
Marvin
Brands Used the Most
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
mean (1 = poor; 7 = excellent)