Nordic PCL Construction

BRAND ASSESSMENT/COMPETITIVE INTELLIGENCE

HAWAII MARKET PERCEPTION STUDY

How can two historic brands be best combined into one in your marketplace?

RESEARCH OBJECTIVES

  • Identify Nordic PCL Construction’s position in the Hawaii construction market
  • Benchmark Nordic PCL Construction’s perceived performance on attributes important to the selection of a general contractor in Hawaii
  • Determine what the current brand of Nordic PCL Construction represents in the marketplace

KEY INSIGHTS

Both Nordic PCL’s legacy brand attributes (longevity and personal connections within Hawaii) and acquisition brand characteristics (size, including financial resources) were viewed as important to successful performance by a Hawaii-based construction company. Both customers and partners viewed the combined brand as an asset that should be maintained in corporate identity communications.

HOW NORDIC PCL USED THE INSIGHTS

PCL Construction’s Hawaiian Nordic PCL business has grown significantly since this perception research was conducted, more than all other PCL Construction offices in the U.S. and Canada. Retaining the legacy Hawaii-based brand, as well as communicating stronger financial resources with PCL’s support, solidified the company’s presence in this market. Nordic PCL also took second place out of 64 companies in a 2014 Pacific Business News brand competition. It beat all other contractors as well as banks, hotels, shopping centers and most other industries.

WHAT WE DID

We conducted one-on-one 30 minute telephone interviews with 27 Nordic PCL customers (owners and owner’s reps) and partners (architects, sub-contractors, engineers) guaranteeing confidentiality and anonymity of response.

“PCL Construction was able to build market share in Hawaii by respecting the strong local reputation we acquired with the Nordic brand. Listening to customers and partners confirmed the effectiveness of that brand strategy.”

Glen Kaneshige