01276 503539
[email protected]
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@CompetitiveA
Measuring specifier’s loyalty to your
construction product brand
Competitive Advantage has developed a Brand Strength Analysis process which uses
the Net Promoter Score (NPS) concept to measure specifiers’ loyalty to leading
construction brands.
By regularly repeating brand strength analysis our construction clients can track their performance,
comparing it against communication initiatives, to gauge changes in attitude to their construction
brand.
What is the Net Promoter Score?
The Net Promoter Score (NPS) is a loyalty metric developed by Fred Reichheld. In his book ‘The
Ultimate Question’, NPS is presented as the most important metric for business. Developed for
consumer marketing, the Net Promoter Score tracks how customers represent a company to their
friends and associates. It is now widely used in customer satisfaction and perception studies.
How does Brand Strength Analysis work?
We first ask the specifier how likely they are to specify a brand for a construction project. We have
found that certain products are more likely to be specified by brand that others where a performance
or generic specification is used.
We then ask the specifier to say how likely they would be to specifiy a series of product brands,
including our clients, for a category of product.
Benefits of analysing your construction product’s brand strength:
In an industry where companies merge or have a portfolio of brands it is particularly useful to track
the impact of new identities. Conducting regular brand strength analysis allows you to:
 Measure return on investment for specification selling
 Measure the strength of your brand, which can be tracked over time
 Get an indication of brand strength for different construction sectors
 To benchmark your brand against other leading, but non-competing, brands

How the research is conducted
To keep costs to a minimum we use an online survey, emailing respondents in your target sector. We
also seek to research attitudes for two complementary product ranges supplied into the same sector.
Respondents do not know who has sponsored the research. Because we survey online we cannot
guarantee response rates, although we do offer respondents an incentive for participating.
Further reading
Measuring your brand strength in specification
The Advantages of Benchmarking your Brand with Key Specifiers
To participate please contact [email protected] - 01276 503539
www.cadvantage.co.uk
Programme delivered by Competitive Advantage Consultancy Limited