Opticom International Research today announces the “Part II – Brand Owners” of the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2012” defining and ranking the most valuable virgin fibre cartonboard brands in Western Europe according to consumer goods brand owners.
The results are based on interviews conducted in February-March 2012 with 364 brand owners located in Western Europe, representing six different end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits.
Most valuable brands in Western Europe – based on the Opticom Brand Equity Index
The two strongest cartonboard producers from a branding perspective are clearly Iggesund and Stora Enso. The top three brands; Incada and Invercote from Iggesund and Tambrite from Stora Enso, are in a class of their own with regards to the Opticom Brand Equity Index; above all thanks to higher awareness than seen for other cartonboard brands. These brands were top three in 2010 although Incada and Tambrite, since then, have switched places as seen in the ranking list below:
Over time, there is a distinct positive trend with regards to knowledge of cartonboard brands amongst companies producing branded consumer goods to be packed in folding cartons. This is amongst other reflected by twelve cartonboard brands qualifying for the ranking in this edition vs. seven brands in 2010. However, spontaneous brand awareness among brand owners is clearly lower than among carton converters: the top three brands are mentioned spontaneously by only 8 – 10 % of the respondents, while among converters the top three brands were spontaneously mentioned by 23 – 29 % of the respondents. Furthermore, about one in five brand owner respondents are not able to name the brands currently used for their products; only the type / grade of cartonboard.
There are five brands qualifying for the total European ranking for the first time of which three from Stora Enso: Performa, CKB and Ensocoat. The other two newcomers in the ranking list are Korsnäs (being both a product and corporate brand) and the Carta Range (Elega, Solida and Integra) from Metsä Board.
Brand knowledge clearly differs across the six segments surveyed
Click here to read more about the different segments …
For more information, or ordering of the survey, please contact
Jessica Tommila at:
Opticom International Research
Grev Turegatan 30
SE-114 38 Stockholm, SWEDEN
Direct phone: +46 (0)8 50 30 90 06
Mobile phone: +46 (0)708 39 90 06