Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2012” defining and ranking the most valuable cartonboard brands in Western Europe according to carton converters.
The ranking of brands, the Opticom Brand Equity Index, takes into account both awareness of and satisfaction with the brand. Satisfaction encompasses quality and service associations, perceived brand performance as well as loyalty towards the brand.
The results are based on interviews conducted in February-March 2012 with 206 carton converters from seven Western European countries: Germany, the UK, France, Belgium, the Netherlands, Spain and Italy. All the converters who participated in the survey use virgin fibre cartonboard for their cartons and they produce folding cartons for at least one of the following end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. Totally 58 different brands were evaluated by the converters and to qualify for the ranking, a brand must be evaluated by minimum ten respondents. Respondents cover a range of functions though most are related to purchasing and selection of cartonboard.
The survey shows a very positive development with regards to awareness. There are improvements across most markets and brands and Jessica Tommila, Project Manager at Opticom, relates this to the intensified focus on branding of cartonboard seen in the last few years, saying: “The work put into branding by the cartonboard producers is really starting to show results. For many brands there is an impressive improvement in spontaneous awareness.”
To read the full news release, please click on the link below:
“Improved brand awareness among board converters – leading suppliers challenged by other companies”
For more information, or ordering of the study, please contact Jessica Tommila at +46 8 50 30 90 00 or jessica [at] opticom [dot] se.