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.