The NAHB Research Center is now the Home Innovation Research Labs.
“Nothing in this name change alters the company’s relationship with the National Association of Home Builders (NAHB) as its independent subsidiary; its access to industry segments as a result of that relationship; or its unique research, testing, and third-party certification expertise,” the organization said in a written statement. “However, the new name will help provide building industry clients – such as product manufacturers, trade associations, home builders, remodelers, developers, and architects – with more brand equity and understanding with consumers.”
Home Innovation staffers worked with a marketing communications company and also a brand consulting firm, and tested the new name and certification mark with builders, consumers, and product manufacturers, the statement said.
Does a name really make a difference? Apparently so. “Ninety-one percent (91%) of consumers surveyed said the new name (Home Innovation Research Labs) would impact their purchase decision favorably compared to the existing name, and 59% of builders surveyed said the new name was better than the existing name in conveying the meaning of the company’s certification seal and services,” Home Innovation said.
The company said it also updated its website to explain better what it does. Changes are being phased in, with manufacturers required to complete the transition by Oct. 1.
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