Press Room | 2012

April 12, 2012


LANCATER, PA, – Armstrong® and Bruce® brands were voted leaders by building professionals in Builder magazine's 2012 Brand Use Study in multiple categories including vinyl flooring, laminate flooring and hardwood flooring, earning top spots in the survey for almost 20 years running. Armstrong swept all fields, earning highest honors in Brand Familiarity, Brands Used in Past 2 Years, Brands Used the Most, and Quality Rating. Bruce hardwood was the frontrunner in the hardwood flooring category.

According to Group President Warren Nesbitt, Residential Construction, Hanley Wood Business Media, the fact that the 2012 Brand Use Study found that more than half of respondents are interested in trying new building product brands they have not used in the past two years, makes Armstrong’s showing even more impressive. “Armstrong has earned a top position in the builder survey since the survey was first developed nearly two decades ago. Its long-standing reputation and products are highly-regarded among the builders we have surveyed over the past 20 years. This leadership position matters to our 100,000-plus readers who link brand leadership with product performance and value to homebuilders.”

“The fact that our customers consider Armstrong products to be the industry’s best, particularly in so many categories, underscores a level of trust and confidence we work hard to earn every day, ” said Mara Villanueva-Heras, vice president, Marketing, Armstrong Residential Floor Products. “We’re extremely proud of this recognition from the building community.”

Villanueva-Heras pointed to several innovations she believes contributes to Armstrong’s ongoing success. In vinyl, Armstrong’s Masterworks Technology® 3D, which replicates the look of fiber, stone and wood more authentically, allow Armstrong designs to stand out in products. In addition, a variety of installation options – from Lock&Fold® laminates to loose-lay, extremely durable floors like StrataMax® and fiberglass-backed vinyl like Duality®– save builders money and time. New Performance Plus ™ Hardwood offers beautiful hardwoods and premium performance, including unbeatable durability and scratch resistance, all at a great price.

Another program exclusive to home builders is Armstrong’s FashionSmart™. FashionSmart packages Armstrong-branded soft and hard surface flooring products across six “right floor/right price” tiers designed to help builders streamline the home buyer’s shopping process. FashionSmart offers a compelling trade-up story in each product category to help builders convey the advantages of each product tier to potential buyers.

“Strong brands help builders sell homes,” said Jeff Calore, BUILDER Group Publisher. “Now more than ever, showcasing brand leadership, product innovation and differentiation to homebuilders is essential. With all the innovative design and construction practices we are seeing in today’s market, manufacturers must work harder to secure their brand leadership position or risk opening up opportunities for competitors to increase market share.”

Builder magazine’s Brand Use Study is the largest study of its kind in the residential construction market and has become a staple for educating builders about products and brands. The survey included the participation of more than 10,000 building professionals.

The Brand Use Study, conducted by Readex and published by Hanley-Wood, LLC, Washington D.C., surveyed a statistical sample from Builder readers to rank flooring brands. The full results will be published in the April 2012 issue of Builder magazine.

About Builder Magazine
Published by Hanley Wood, BUILDER is the leading brand in residential construction and serves as the magazine of the National Association of Home Builders (NAHB). For more than three decades, BUILDER has provided essential news, information and resources about products, technologies, trends, regulatory requirements and best practices to help home building professionals navigate challenges for success. With an integrated media platform encompassing print, online and in-person, BUILDER is a trusted source for top builders, architects and other industry professionals across the country.

About Armstrong World Industries
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors, ceilings and cabinets. In 2011, Armstrong's consolidated net sales totaled approximately $2.9 billion. Based in Lancaster, Pa., Armstrong operates 32 plants in eight countries and has approximately 9,100 employees worldwide. For more information, visit  Established in 1860, Armstrong celebrated its 150th anniversary in 2010.

News Contact
Michelle Zelman, 717-859-6766 or


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