Stockholm, Sweden, November 3rd, 2016 – Opticom International Research now presents the results of the 12th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among
1500 professional end-users across 5 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy and Spain.

The top European office paper brands according to the Opticom Brand Equity Index are:

Ranking 2016 (2013*) Brand Owner of the brand
1 (2) Navigator The Navigator Company
2 (1) Xerox Antalis
3 (4) Lyreco Lyreco
4 (3) HP HP (manufactured and distributed exclusively by International Paper)
5 (7) Staples Staples

* Compared with the ranking for the five same countries in 2013.

Among the brands qualifying this year, Navigator, Xerox and HP have been evaluated by more respondents in 2016 than in 2013 and only Lyreco has qualified in all markets in 2016. When comparing the ranking for the five countries sampled in 2016 versus 2013, two brands are no longer qualifying: Discovery and Office Depot.

Navigator has doubled its Spontaneous Awareness Index since 2013, while showing steady levels in the other indices (Quality & Association index as well as Loyalty index) reaching the first position in all criteria and taking the overall leadership. Xerox, 2013’s leading brand, dropped to second place due to a lower score in the Spontaneous Awareness Index.

Lyreco and HP swapped places mainly due to higher Quality & Association and Loyalty indices for Lyreco. Staples qualified again but shows a strong decrease in its Top-of-Mind index and a loss of few points in all the other indices although the brand did improve its recommendation index.

When looking at the ranking in each individual country, we can see that more brands are qualifying on an individual country level such as Canon and Viking in the United Kingdom, Office Depot in France or Plano in Germany.

While most of the rebranded reseller brands have maintained their position or dropped in the ranking, it is still clear that the majority of the brands in this top list are corporate brands. Only one pure product brand has qualified on the overall European level: The Navigator Company’s Navigator.

“Beside ranking the most valuable brands of Office Paper in Europe, we explore where and how the brands are bought, how the brands and suppliers are selected but also the environmental issues around the office paper brands, giving a deeper dimension to the information provided in this research” comments Cécilia Vassal Nyholm, Project Manager. “And knowing how actively our clients are using the results in their communication with their customers is very rewarding to us.”

About Opticom’s Brand Equity Index and the Office Paper Tracking Survey

Opticom’s Brand Equity Index model assesses the impact of individual office paper brands, benchmarks the leading brands against each other and evaluates the success of individual brand strategies over time through four indexed key drivers of brand equity: spontaneous awareness, top-of-mind, qualities & associations and loyalty.

In order to improve the brand equity of their brands, brand owners should analyse the individual results for the different sub-indexes – both in comparison to the last survey as well as in relation to other brands – and determine where improvements can and need to be made. Is the channel strategy appropriate? Do the brands get enough support in their marketing efforts? Do the office paper buyers understand that the things our brands are good at are important? Is the perception of the brand’s performance fair? Why have other brands with a similar positioning as ours been able to achieve more than our brand?

You can learn more by ordering the “Brand Equity Tracking Survey – Office Paper 2016”. The survey is based on 1500 interviews with professional end-users of office paper (in SOHO, SMEs and corporations) in 5 European countries (Germany, France, the United Kingdom, Italy and Spain). The survey has an overall purpose to identify and track: Brand Awareness, Brand Performance, Brand Loyalty and Brand Equity measured through Opticom’s Brand Equity Index (BEI).

In addition to issues directly related to brand equity, the 2016 edition of the survey also studies buying behaviour by looking at buying determinants and drivers for brand choice, relevant communication and purchasing channels, as well as how professional purchasers of office paper view environmental friendliness and which brands that are leading in that respect.

By looking into who the main suppliers are of the main brands bought, the study also for the first time ever clearly maps the channels through which brands are bought as well as which are the main brands sold by the leading suppliers.

For more information, or ordering of the study, please contact Cecilia Vassal Nyholm at:

Phone: +46 (0)8 50 30 90 04 • Mobile: +46 (0)708 39 90 04 • E-mail: cecilia@opticom.se

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Stockholm, Sweden, July 07, 2016 – Opticom International Research now presents the results of the 7th edition of the “Brand Equity Tracking Survey – Cartonboard: Brand owners”. This industry standard benchmark survey for cartonboard brands has been conducted among
351 consumer goods brand owners across 8 countries in Europe and active in one of the following 6 segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland.

The top European cartonboard brands according to the Opticom Brand Equity Index are:

Ranking 2016 (2014/2012*) Brand Owner of the brand
1 (3/2) Incada Iggesund
2 (1/3) Tambrite Stora Enso
3 (2/1) Invercote Iggesund
4 (7/11) Carta range Metsä Board
5 (5/7) Simcote Metsä Board
6 (11/10) CKB Stora Enso
7 (6/5) Alaska Plus International Paper
8 (8/8) Rochcoat/blanc/perle Careo
9 (-/4) BillerudKorsnäs BillerudKorsnäs
10 (9/9) Ensocoat Stora Enso
11 (4/6) Performa Stora Enso
12 (NEW) Algro Design Sappi
13 (NEW) Excellent Top MM Karton

* BEI 2012 based on recalculation including the 2012 data from Switzerland for comparison.

Both Iggesund and Stora Enso maintain their positions as owners of the most valuable brands since 2012. However, the competition is closing in with Carta range showing higher indices in both quality and loyalty than the leading brands and Simcote having a rather strong awareness index.

Compared to 2014, Algro Design (Sappi) and Excellent Top (MM Karton) have qualified for ranking for the first time; and BillerudKorsnäs (BillerudKorsnäs) is back in the ranking whereas Chromolux is exiting due to the lack of evaluations.

Main findings

The survey shows that the brand awareness levels are overall very low – similar to both 2014 and 2012 – and depending on the segment; brand owners active in Pharmaceutical & Healthcare show the highest level of awareness. On the other hand, prompted awareness levels are much higher and indicate a “passive” knowledge of the brands. The results show that the purchase/usage of a specific brand is no guarantee for its awareness among brand owners.

Cartonboard brands generally meet users’ expectations with the exception of value for money. In comparison with previous years, the gaps between the brand owners’ expectations and the brands’ performance are becoming more narrow overall, meaning the brands are better at meeting the brand owners’ expectations (with the exception in Value for money).

Overall brand owners are loyal to their current main brand and Carta range show the highest share of users (very) likely to continue using the brand.

Besides ranking the most valuable brands, the survey allowed us to look into what drives the choice and the purchase of a specific brand but also get insight into topics such as sustainability. Brand owners also shared interesting ideas on how to gain value from technical services and how producers could help them meet their most critical challenges.

 

About Opticom’s Brand Equity Index and the Cartonboard Tracking Survey

Opticom’s Brand Equity Index model assesses the impact of individual cartonboard brands, benchmarks the leading brands against each other and evaluates the success of individual brand strategies over time through four indexed key drivers of brand equity: spontaneous awareness, top-of-mind, qualities & associations and loyalty.

In order to improve the brand equity of their brands, brand owners should analyse the individual results for the different sub-indexes – both in comparison to the last survey as well as in relation to other brands – and determine where improvements can and need to be made. Do the brands get enough support in their marketing efforts? Do the cartonboard buyers understand that the things our brands are good at are important? Is the perception of the brand’s performance fair? Why have other brands with a similar positioning as ours been able to achieve more than our brand?

You can learn more by ordering the “Brand Equity Tracking Survey – Cartonboard 2016: Brand owners”. The survey is based on 351 interviews with brand owners active in six segments (Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits) in 8 European countries (Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland). The survey has an overall purpose to identify and track: Brand Awareness, Brand Performance, Brand Loyalty and Brand Equity measured through Opticom’s Brand Equity Index (BEI). A second survey is available: “Brand Equity Tracking Survey – Cartonboard 2016: Converters” based on 225 interviews done in the same 8 countries with cartonboard converters.

In addition to issues directly related to brand equity, the 2016 edition of the survey also studies buying behaviour by looking at buying determinants and drivers for brand choice, sustainability issues, as well as how producers of cartonboard can help the brand owners and converters to meet their critical challenges.

For more information, or ordering of the survey, please contact Cécilia Vassal Nyholm at:

Phone: +46 (0)8 50 30 90 04 • Mobile: +46 (0)708 39 90 04 • E-mail: cecilia@opticom.se

Opticom International Research is a leading global market research and consulting firm with the mission to help our customers improve their results by transforming data and knowledge into strategic advice and concrete action plans. Since 1987, we have been dedicated to serving clients within the pulp, paper & board industry with customised research services focusing on commercial and marketing related issues. In combining our large global in-house research capabilities, state-of-the-art information technology and our pulp & paper competence we have proven to be a unique partner for a number of leading forest products companies all over the world that value not only speed and quality but also cost effectiveness in surveys and analyses.

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Opticom International Research now presents the results of the 7th edition of the “Brand Equity Tracking Survey – Cartonboard”. This industry standard benchmark survey for cartonboard brands has been conducted among 225 converters across 8 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland.

The top European cartonboard brands according to the Opticom Brand Equity Index are:

Ranking 2016 (2014/2012*) Brand Owner of the brand
1 (1/1) Invercote Iggesund
2 (4/5) Performa Stora Enso
3 (2/3) Incada Iggesund
4 (8/6) Simcote Metsä Board
5 (5/8) Ensocoat Stora Enso
6 (6/4) Carta range Metsä Board
7 (3/2) Tambrite Stora Enso
8 (-/5) Alaska Plus International Paper
9 (-/11) BillerudKorsnäs BillerudKorsnäs
10 (7/9) Rochcoat/blanc/perle Careo
11 (-/7) Algro Design Sappi
12 (new) Pankawhite/-brite Pankaboard
13 (9/-) Excellent Top MM Karton
14 (10/10) Linoplex/-freeze MM Karton

* BEI 2012 based on recalculation including the 2012 data from Switzerland for comparison.

Both Iggesund and Stora Enso continue to maintain their positions as owners of the most valuable brands since 2012. However, the competition is closing in with Simcote showing a higher level of loyalty than the leading brands.

In comparison with previous years, Pankawhite/-brite (from Pankaboard) has qualified for ranking for the first time; and 3 brands are back in the ranking: Alaska Plus (International Paper), BillerudKorsnäs (BillerudKorsnäs) and Algro Design (from Sappi).

Main findings

The survey shows that the levels of awareness of the top brands have increased since 2014, especially for Performa, Carta range and Excellent Top. Moreover, we can once again see a clear correlation between spontaneous awareness and purchased brands.

Value for money and Consistent Quality remain the two leading aspects in terms of brand evaluation. In general, brands are meeting the same level of expectation as in 2014, with the exception of Value for Money where converters are slightly more cost sensitive and less satisfied with the brands’ performance.

On the service side, Supply Reliability remains the most important aspect for converters who are not yet satisfied with the brands’ related performance. Comparison over time shows that business relationship has gained in importance and the brands are worse at meeting expectations.

The converters are still very loyal to their current main brand: both likely to continue purchasing the brand but also in recommending it to others.

Besides ranking the most valuable brands, the survey allowed us to look into what drives the choice and the purchasing of a specific brand but also to get insight into topics such as sustainability. Converters also shared interesting ideas on how to gain value from technical services and how producers could help them meet their most critical challenges.

About Opticom’s Brand Equity Index and the Cartonboard Tracking Survey

Opticom’s Brand Equity Index model assesses the impact of individual cartonboard brands, benchmarks the leading brands against each other and evaluates the success of individual brand strategies over time through four indexed key drivers of brand equity: spontaneous awareness, top-of-mind, qualities & associations and loyalty.

In order to improve the brand equity of their brands, brand owners should analyse the individual results for the different sub-indexes – both in comparison to the last survey as well as in relation to other brands – and determine where improvements can and need to be made. Do the brands get enough support in their marketing efforts? Do the cartonboard buyers understand that the things our brands are good at are important? Is the perception of the brand’s performance fair? Why have other brands with a similar positioning as ours been able to achieve more than our brand?

You can learn more by ordering the “Brand Equity Tracking Survey – Cartonboard 2016: Converters”. The survey is based on 225 interviews with converters of cartonboard in 8 European countries (Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland). The survey has an overall purpose to identify and track: Brand Awareness, Brand Performance, Brand Loyalty and Brand Equity measured through Opticom’s Brand Equity Index (BEI). A second survey is available: “Brand Equity Tracking Survey – Cartonboard 2016: Brand Owners” based on 351 interviews done in the same 8 countries with Brand Owners active in six segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits.

In addition to issues directly related to brand equity, the 2016 edition of the survey also studies buying behaviour by looking at buying determinants and drivers for brand choice, sustainability issues, as well as how producers of cartonboard can help the converters and brand owners to meet their critical challenges.

For more information, or ordering of the survey, please contact Cécilia Vassal Nyholm at: Phone: +46 (0)8 50 30 90 04 • Mobile: +46 (0)708 39 90 04 • E-mail: cecilia@opticom.se

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Inbjudan top image

Hej!

Onsdagen den 6 juli arrangerar Opticom, Adxto & Mimerex ett gemensamt mingel för våra kunder inom
Life Science. Vi bjuder på rosé, sushi samt ett lättsamt samkväm med kollegor i branschen. Vi kommer
vid tillfället att informera om våra verksamheter.

Tyvärr har vi ett begränsat antal platser, så anmäl dig så snart som möjligt.
Anmäl dig (eller meddela förhinder) genom att klicka här

Vi ser fram emot att träffa dig!

Varmt välkommen önskar

Carl Michael Bergman            Helena Östregård                           Pontus Torstensson
VD Opticom                            VD Adxto                                        VD Mimerex
carl.michael@opticom.se       helena.ostregard@adxto.com        pontus.torstensson@mimerex.com

Datum: 2016-07-06
Tid: 16:00-19:00
Plats: Wisby Strands Veranda, Strandvägen 4, Visby

Anmäl dig senast 2016-07-03

Vill du veta mer om vad vi på Opticom, Adxto och Mimerex arbetar med? – besök gärna våra hemsidor

www.opticom.se     www.adxto.com     www.mimerex.com

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Cars for sale. Who cares?

Think of the word “chevalier”

At first hand, it implies that a man is chivalrous. A knight, as it was called way back in the day. Someone who was quite well off. Had a good hand with the ladies. A charmer.

But if you do your linguistic (i.e. French) research right, it is far simpler than that. It means a guy who owns a horse. No more, no less. A mere horse.

Owning a horse, in the old days, extended not only your body (taller, faster, tougher) but also your persona (smarter, sexier, more powerful).

Now fast forward to present days. Few men, and women, own a horse today. But very many of us own a car. And funnily enough, we have, for the last century, attributed that ownership the same connotations as our medieval predecessors did to their horses. We love and cherish the brand of the car we own and drive.

My car makes me not only taller, faster and tougher but also smarter, sexier and more powerful. At least, that is what we think. And what makes us spend a considerable part of our income on a rather dead piece of metal and plastic. At least compared to a horse.

But now things are changing.

Cars are not sold anymore. They are leased. Or even rented by the hour (without any shady implications). Basically, cars are owned by banks. Not by individuals.

So, from being an object that you own, cars have become a service that you buy. When you need it.

Where will this – in the longer perspective – lead to in terms of brand affinity and brand asset? Will young urban drivers develop a closer relationship with those brands that provide the functionality of a car-for-hire than the brands of those manufacturers that actually make cars-for-sale.

We don’t know yet. But we can find out.

Because we create value for companies around the world by transforming data and knowledge into strategic advice and efficient communication.

Car for sale. Who cares?

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