North American oriented strandboard/waferboard producers were surveyed to assess the corporate rationale and product policy decisions employed in formulating branding strategies. The effectiveness of their branding policies was examined from a retail perspective by surveying 1,350 building material suppliers operating in each of the 50 states. This investigation also provides a detailed analysis of retailer and manufacturer perceptions concerning target market emphasis and the impact product/distributor attributes have on the oriented strandboard/waferboard purchasing decision.

A majority of the oriented strandboard/waferboard producers have introduced a unique branding strategy. While the rationale behind this strategy varied considerably, over half of the respondents asserted that the brand served to differentiate their product from that of competitors.

Price was perceived by producers and retailers to be the most important attribute from a marketing standpoint. Analysis of market segmentation strategies revealed that roofdeck sheathing applications commanded the highest degree of importance among both manufacturers and retailers. Retailers' perceptions of ideal product attributes centered on maximizing strength/stiffness, while areas of retailer dissatisfaction focused on the lack of promotional support and dimensional instability.

A number of retailers contended that branding assisted in promoting the sale of their products and also improved the consistency of panel quality. However, both retailers and producers suggested that the variety of different brand names confused the consumer as to the products appropriate end use. Only 35% of the retailers surveyed asserted that branding encouraged buyer preference.