Turning up the heat on brands

摘要

A company's brand and how it is perceived by customers can have a real impact on purchasing decisions and this is particularly true in the heating industry where installers are notoriously conservative. This is reinforced by the findings of a series of recent focus groups held by leading heating control manufacturer Drayton, which underlined the importance of branded products to installers. The focus groups were held in order to gain a greater insight into what motivates installers to buy particular heating controls, including product, price and brand names. One of the key findings related to brands was installers saying that they regularly used products from certain trusted brands as they had more confidence in these products when installing them for their customers.