2013 brand use study

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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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

© 2012 Hanley Wood

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

© 2012 Hanley Wood

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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.)

© 2012 Hanley Wood

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

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

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

© 2012 Hanley Wood

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

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

© 2012 Hanley Wood

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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


Brands Specified/Used the Most

35%

28%

26%

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

Kohler


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)

© 2012 Hanley Wood

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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


83%

68%

40%

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

Kohler

American Standard

Jacuzzi


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


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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





green/sustainable features


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Top 3 BATHROOM VENTILATION/FANS

Brand Familiarity

87%

76%

59%

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

NuTone

Broan

Panasonic

% who heard of each


71%

61%

32%

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

NuTone

Broan

Panasonic


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


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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







© 2012 Hanley Wood

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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


34%

9%

9%

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

KraftMaid

Wood-Mode

Wellborn


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


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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






© 2012 Hanley Wood

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Top 3 CABINETS: STOCK

Brand Familiarity

77%

69%

66%

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

KraftMaid

Merillat

Aristokraft

% who heard of each


27%

24%

21%

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

KraftMaid

Merillat

Armstrong


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


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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


warranty





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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


57%

54%

4%

4%

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

Mohawk

Shaw

Beaulieu

Dalton Paradise Carpet


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+)


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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


warranty






© 2012 Hanley Wood

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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


66%

64%

47%

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

DAP (Phenoseal)


Gorilla Glue


35%

32%

14%

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

DAP (Phenoseal)


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



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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



warranty





© 2012 Hanley Wood

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Top 3 CENTRAL VACUUMS

Brand Familiarity

54%

47%

47%

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

NuTone

Hoover

Eureka

% who heard of each


20%

18%

6%

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

Beam

NuTone

Hoover


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


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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






© 2012 Hanley Wood

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Top 3 CERAMIC TILE

Brand Familiarity

71%

68%

54%

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

Armstrong

Dal-Tile

American Olean

% who heard of each


56%

30%

29%

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

Dal-Tile

Armstrong

American Olean


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


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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


warranty





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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


34%

30%

14%

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

Closet Maid

Rubbermaid

California Closets


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


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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



warranty




© 2012 Hanley Wood

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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


50%

31%

28%

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

Trex

CertainTeed

AZEK Decks


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


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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



warranty





© 2012 Hanley Wood

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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


29%

27%

15%

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

CertainTeed

Fypon

Permacast (HB&G)


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)


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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



warranty




© 2012 Hanley Wood

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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


24%

17%

14%

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

Fypon

Flex Trim

Permacast (HB&G)


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


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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



warranty




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Top 3 DISHWASHERS

Brand Familiarity

92%

91%

89%

89%

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

GE Appliances

Whirlpool

KitchenAid

Maytag

% who heard of each


58%

47%

40%

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

GE Appliances

Whirlpool

KitchenAid


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


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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







© 2012 Hanley Wood

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Top 3 DOORS: ENTRY

Brand Familiarity

81%

80%

73%

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

Pella

JELD-WEN

Therma-Tru

% who heard of each


45%

44%

32%

32%

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

Therma-Tru

JELD-WEN

Masonite

Pella


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


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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






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Top 3 DOORS: GARAGE

Brand Familiarity

67%

55%

48%

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

Overhead Door

Wayne-Dalton

Clopay

% who heard of each


37%

25%

20%

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

Overhead Door

Wayne-Dalton

Clopay


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


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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






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Top 3 DOORS: INTERIOR PASSAGE

Brand Familiarity

65%

62%

36%

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

Masonite

JELD-WEN

Simpson

% who heard of each


40%

27%

14%

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

Masonite

JELD-WEN

Simpson


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


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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






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Top 3 DOORS: PATIO

Brand Familiarity

83%

76%

73%

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

Andersen

Pella

JELD-WEN

% who heard of each


42%

30%

26%

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

Andersen

Pella

JELD-WEN


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


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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






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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


63%

60%

29%

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

GE Appliances


Siemens


38%

23%

11%

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


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


Siemens

GE Appliances


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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


warranty






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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


9%

7%

4%

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

Otis at home

ThyssenKrupp Access

Inclinator


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



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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






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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


48%

44%

33%

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

Georgia Pacific


LP


20%

16%

12%

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


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


Boise Cascade


© 2012 Hanley Wood

47



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


warranty


strength of mfr's brand / reputation




© 2012 Hanley Wood

48


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


22%

8%

7%

7%

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

Tuff-N-Dri

House Guard 2001

Mar-Flex

Polywall


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



© 2012 Hanley Wood

49



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







© 2012 Hanley Wood

50


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


58%

45%

39%

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


CertainTeed

AZEK Trimboards


30%

15%

15%

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


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


CertainTeed

AZEK Trimboards


© 2012 Hanley Wood

51



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


warranty





© 2012 Hanley Wood

52


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


41%

36%

35%

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

Dow Styrofoam

Owens Corning

US Gypsum


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


© 2012 Hanley Wood

53



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



warranty





© 2012 Hanley Wood

54


Top 3 FAUCETS

Brand Familiarity

94%

92%

90%

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

Delta

Kohler

American Standard

% who heard of each


70%

69%

68%

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

Kohler

Delta

Moen


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


© 2012 Hanley Wood

55



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







© 2012 Hanley Wood

56


Top 3 FIREPLACES/WOOD STOVES

Brand Familiarity

66%

66%

52%

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

Heatilator

Heat & Glo

Majestic

% who heard of each


39%

32%

22%

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

Heatilator

Heat & Glo

Majestic


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


© 2012 Hanley Wood

57



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







© 2012 Hanley Wood

58


Top 3 FLOORING: LAMINATE

Brand Familiarity

90%

76%

69%

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

Armstrong

Pergo

Mohawk

% who heard of each


52%

34%

33%

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

Armstrong

Shaw

Mohawk


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


© 2012 Hanley Wood

59



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






© 2012 Hanley Wood

60


Top 3 FLOORING: VINYL

Brand Familiarity

82%

60%

58%

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

Armstrong

Mannington

Congoleum

% who heard of each


46%

28%

20%

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

Armstrong

Mannington

Congoleum


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


© 2012 Hanley Wood

61



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






© 2012 Hanley Wood

62


Top 3 FLOORING: WOOD

Brand Familiarity

83%

79%

77%

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

Armstrong

Lumber Liquidators

Bruce

% who heard of each


42%

41%

39%

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

Armstrong

Bruce

Mohawk


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


© 2012 Hanley Wood

63



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






© 2012 Hanley Wood

64


Top 3 GARAGE DOOR OPENERS

Brand Familiarity

73%

73%

64%

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

LiftMaster

Genie

Craftsmen

% who heard of each


50%

29%

28%

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

LiftMaster

Overhead Door

Genie


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


© 2012 Hanley Wood

65



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






© 2012 Hanley Wood

66


Top 3 GENERATORS: PORTABLE

Brand Familiarity

69%

68%

60%

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

American Honda

Briggs & Stratton

Coleman

% who heard of each


26%

24%

19%

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

American Honda

Briggs & Stratton

Generac


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


© 2012 Hanley Wood

67



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






© 2012 Hanley Wood

68


Top 3 GENERATORS: STATIONARY

Brand Familiarity

70%

62%

49%

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

Kohler

Generac

Cummins Onan

% who heard of each


30%

25%

12%

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

Generac

Kohler

Cummins Onan


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


© 2012 Hanley Wood

69



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






© 2012 Hanley Wood

70


Top 3 HOUSEWRAP

Brand Familiarity

91%

50%

47%

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

Tyvek (DuPont)

Typar (Fiberweb)

CertaWrap (CertainTeed)

% who heard of each


79%

25%

15%

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

Tyvek (DuPont)

Typar (Fiberweb)

CertaWrap (CertainTeed)


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)


© 2012 Hanley Wood

71



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


warranty






© 2012 Hanley Wood

72


Top 3 HVAC

Brand Familiarity

82%

78%

76%

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

Carrier

Lennox

Trane

% who heard of each


46%

37%

27%

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

Carrier

Trane

Lennox


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


© 2012 Hanley Wood

73



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







© 2012 Hanley Wood

74


Top 3 INSULATION

Brand Familiarity

85%

75%

66%

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

Owens Corning

CertainTeed

Johns Manville

% who heard of each


58%

41%

33%

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

Owens Corning

CertainTeed

Johns Manville


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


© 2012 Hanley Wood

75



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


warranty






© 2012 Hanley Wood

76


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


62%

54%

36%

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

GE Appliances

Whirlpool

Bosch


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


© 2012 Hanley Wood

77



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







© 2012 Hanley Wood

78


Top 3 LIGHTING

Brand Familiarity

77%

53%

49%

49%

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

Halo

Kichler

Progress

Thomas

% who heard of each


55%

34%

32%

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

Halo

Progress

Kichler


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


© 2012 Hanley Wood

79



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



warranty





© 2012 Hanley Wood

80


Top 3 LIGHTING CONTROLS/SWITCHES

Brand Familiarity

80%

65%

62%

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

Leviton

General Electric

Lutron

% who heard of each


68%

44%

36%

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

Leviton

Lutron

General Electric


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


© 2012 Hanley Wood

81



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



warranty





© 2012 Hanley Wood

82


Top 3 LOCKSETS/HARDWARE

Brand Familiarity

90%

86%

70%

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

Kwikset

Schlage

Baldwin

% who heard of each


69%

65%

32%

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

Schlage

Kwikset

Baldwin


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


© 2012 Hanley Wood

83



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



warranty




© 2012 Hanley Wood

84


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


28%

26%

20%

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

Eldorado Stone

Cultured Stone

Coronado Stone


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


© 2012 Hanley Wood

85



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



warranty




© 2012 Hanley Wood

86


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


56%

32%

27%

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

Georgia-Pacific


LP OSB


36%

22%

16%

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

Georgia-Pacific


LP OSB

Quality Rating

6.31

5.77

5.66

1.00 2.00 3.00 4.00 5.00 6.00 7.00


Georgia-Pacific

LP TechShield


© 2012 Hanley Wood

87



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



warranty





© 2012 Hanley Wood

88


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


78%

48%

43%

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

Sherwin-Williams

Benjamin Moore

Kilz (Masterchem Industries)


46%

22%

12%

12%

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

Sherwin-Williams

Benjamin Moore

Behr Paint Corporation


Quality Rating

5.92

5.89

5.82

1.00 2.00 3.00 4.00 5.00 6.00 7.00

Benjamin Moore


Sherwin-Williams


© 2012 Hanley Wood

89



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



warranty





© 2012 Hanley Wood

90


Top 3 RADIANT BARRIER SHEATHING

Brand Familiarity

63%

54%

40%

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

Georgia-Pacific

DuPont

LP

% who heard of each


40%

28%

14%

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

Georgia-Pacific

DuPont

LP


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


© 2012 Hanley Wood

91



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



warranty





© 2012 Hanley Wood

92


Top 3 RANGE HOODS

Brand Familiarity

80%

74%

70%

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

GE Appliances

Whirlpool

Jenn-Air

% who heard of each


50%

31%

28%

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

GE Appliances

Whirlpool

Broan


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


© 2012 Hanley Wood

93



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



warranty




© 2012 Hanley Wood

94


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


53%

32%

26%

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

GE Appliances

Whirlpool

Jenn-Air


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


© 2012 Hanley Wood

95



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


warranty






© 2012 Hanley Wood

96


Top 3 REFRIGERATORS

Brand Familiarity

83%

76%

73%

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

GE Appliances

Frigidaire

Whirlpool

% who heard of each


53%

35%

31%

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

GE Appliances

Whirlpool

Frigidaire


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


© 2012 Hanley Wood

97



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







© 2012 Hanley Wood

98


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


42%

31%

27%

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

Owens Corning

GAF Cobra



20%

16%

14%

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

Owens Corning

GAF Cobra


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


Air Vent

GAF Cobra


© 2012 Hanley Wood

99



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



warranty




© 2012 Hanley Wood

100


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


59%

58%

49%

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


CertainTeed

Owens Corning


31%

26%

20%

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


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


Owens Corning

CertainTeed


© 2012 Hanley Wood

101



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







© 2012 Hanley Wood

102


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


11%

6%

4%

4%

4%

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

CertainTeed

GAF TruSlate

Eagle

Boral Roofing LLC

EMCO


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



© 2012 Hanley Wood

103



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







© 2012 Hanley Wood

104


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


13%

9%

6%

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



Alcan


7%

7%

3%

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



Alcan

Quality Rating

5.78

1.00 2.00 3.00 4.00 5.00 6.00 7.00




© 2012 Hanley Wood

105



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







© 2012 Hanley Wood

106


Top 3 ROOFING: PHOTOVOLTAIC

Brand Familiarity

18%

13%

12%

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

CertainTeed

BP Solar

Sun Power

% who heard of each


7%

3%

3%

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

CertainTeed

BP Solar

Sun Power


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+)


© 2012 Hanley Wood

107



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


warranty






© 2012 Hanley Wood

108


Top 3 SHOWER DOORS/SURROUNDS

Brand Familiarity

67%

65%

47%

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

American Standard

Kohler

Sterling

% who heard of each


40%

37%

26%

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

American Standard

Kohler

Sterling


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


© 2012 Hanley Wood

109



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


warranty





© 2012 Hanley Wood

110


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


21%

18%

17%

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

Eldorado Stone

Acme Brick

Boral


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


© 2012 Hanley Wood

111



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



warranty




© 2012 Hanley Wood

112


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


26%

8%

7%

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

Dryvit

STO

Senergy


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



© 2012 Hanley Wood

113



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






© 2012 Hanley Wood

114


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


22%

6%

3%

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

LP SmartSide

Collins/TruWood

AraucoPly


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



© 2012 Hanley Wood

115



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






© 2012 Hanley Wood

116


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


60%

33%

24%

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


CertainTeed



38%

14%

10%

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


CertainTeed


Quality Rating

6.01

5.83

5.65

1.00 2.00 3.00 4.00 5.00 6.00 7.00



CertainTeed


© 2012 Hanley Wood

117



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






© 2012 Hanley Wood

118


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


30%

6%

5%

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

CertainTeed




17%

3%

2%

2%

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

CertainTeed



CraneBoard

Quality Rating

5.87

1.00 2.00 3.00 4.00 5.00 6.00 7.00

CertainTeed



© 2012 Hanley Wood

119



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






© 2012 Hanley Wood

120


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


35%

14%

12%

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

CertainTeed


Alside


19%

5%

4%

4%

4%

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

CertainTeed

Alside


Norandex

Rollex

Quality Rating

5.88

5.50

1.00 2.00 3.00 4.00 5.00 6.00 7.00

CertainTeed




© 2012 Hanley Wood

121



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






© 2012 Hanley Wood

122


Top 3 STAINS/VARNISHES

Brand Familiarity

83%

72%

65%

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

Sherwin-Williams

Olympic

Valspar

% who heard of each


54%

37%

35%

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

Sherwin-Williams

Olympic

Thompson�s/Minwax


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


© 2012 Hanley Wood

123



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






© 2012 Hanley Wood

124


Top 3 SURFACING: LAMINATE

Brand Familiarity

79%

78%

34%

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

Formica

Wilsonart

Nevamar

% who heard of each


58%

56%

9%

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

Wilsonart

Formica

Pionite


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


© 2012 Hanley Wood

125



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







© 2012 Hanley Wood

126


Top 3 SURFACING: QUARTZ

Brand Familiarity

63%

50%

42%

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

Silestone

Cambria

Zodiaq (DuPont)

% who heard of each


25%

19%

13%

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

Silestone

Cambria

Ceasarstone


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


© 2012 Hanley Wood

127



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







© 2012 Hanley Wood

128


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


35%

16%

12%

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

Corian (DuPont)


Surell (Formica)


11%

6%

4%

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

Corian (DuPont)


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)



© 2012 Hanley Wood

129



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







© 2012 Hanley Wood

130


Top 3 TRUCKS: PICKUP

Brand Familiarity

80%

76%

72%

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

Ford

Chevrolet

Dodge

% who heard of each


53%

41%

22%

22%

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

Ford

Chevrolet

Dodge

GMC


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


© 2012 Hanley Wood

131



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






© 2012 Hanley Wood

132


Top 3 UNDERLAYMENT

Brand Familiarity

74%

64%

63%

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

DUROCK (USG)

CertainTeed

James Hardie

% who heard of each


65%

44%

40%

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

DUROCK (USG)

James Hardie

CertainTeed


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)


© 2012 Hanley Wood

133



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



warranty





© 2012 Hanley Wood

134


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


75%

39%

26%

26%

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

SHEETROCK (USG)


Georgia-Pacific (DensArmor)

CertainTeed


52%

16%

10%

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

SHEETROCK (USG)


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)



© 2012 Hanley Wood

135



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



warranty





© 2012 Hanley Wood

136


Top 3 WATER HEATERS

Brand Familiarity

79%

78%

77%

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

Rheem

GE Appliances

Kenmore (Sears)

% who heard of each


44%

42%

36%

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

A.O. Smith

GE Appliances

Whirlpool


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


© 2012 Hanley Wood

137



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







© 2012 Hanley Wood

138


Top 3 WHIRLPOOL BATHS

Brand Familiarity

82%

80%

79%

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

American Standard

Kohler

Jacuzzi

% who heard of each


48%

37%

34%

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

Kohler

American Standard

Jacuzzi


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


© 2012 Hanley Wood

139



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






© 2012 Hanley Wood

140


Top 3 WINDOWS: SKYLIGHTS/ROOF

Brand Familiarity

71%

68%

51%

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

Andersen

Velux

Solatube

% who heard of each


42%

32%

18%

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

Velux

Andersen

Solatube


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


© 2012 Hanley Wood

141



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







© 2012 Hanley Wood

142


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


33%

19%

12%

12%

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

JELD-WEN

Silver Line (an Andersen Company)

CertainTeed

ThermaStar by Pella


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


© 2012 Hanley Wood

143



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







© 2012 Hanley Wood

144


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


40%

31%

23%

23%

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

Andersen

Pella

Marvin

JELD-WEN


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


© 2012 Hanley Wood

145



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







2013 brand use study

Documents