BRUFMA: Brand Perception Study
The British Rigid Urethane Foam Manufacturers’ Association BRUFMA) is the representative body for the Rigid Polyisocyanurate (PIR) and Polyurethane (PUR) Insulation Industry in the United Kingdom. Its membership comprises all of the major companies in the industry, including manufacturers of finished PIR and PUR insulation products, suppliers of the various raw materials and associated services.
Over the years BRUFMA has built up a great deal of credibility with many government and non-governmental organisations (NGOs) involved in the legislative areas affecting the production and use of PIR/PUR insulation products.
As part of a strategic plan to promote the benefits of PIR and PUR insulation, BRUFMA appointed a specialist marketing communication agency. Their brief was to raise the profile of BRUFMA and provide a platform for the organisation to lobby on behalf of members.
To measure success of the campaign the agency appointed RI to undertake a brand perception study. This was designed to measure the level of awareness of BRUFMA amongst key audiences including architects and main contractors.
The survey – delivered digitally – was run at the start of the campaign and again at the end of year one and enabled BRUFMA to measure a significant increase in brand awareness and understanding of the organisation amongst its key audiences.