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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Imagine a country where forestry generates 10% of the industrial production.

With any likelihood this country cared for all of their trees for more than a century, to ensure that this valuable resource remained just that. Re-planting more than what was harvested became not only legislative, but also a modus operandi. A way-of-life that produced such desirable goods as baby diapers, toilet tissue, carton board, liquid packing, wooden floors, posh furniture, surgical cloth, and even smart clothes. The net export value of this was not bad at all.

Over time, it is not unlikely that the awareness rose that this vast resource (more than 55% of the land) also spun off other benefits of a greater good. Like helping the Earth to breathe. Balancing out CO emissions. And helping to stop climate change.

Many of the inhabitants of this country used this production resource as their own recreational arena; skiing, hiking, fishing, biking, scouting, picking mushrooms, harvesting berries, hunting game, birdwatching and much more.

However, another fraction of the inhabitants saw the contrary. They only envisioned large corporations intruding in nature, threatening life-on-earth. And claimed that this industry in fact endangered species and worsened climate change.

To the amazement of many, the latter group got the upper hand. And started to limit the use of the forests. More and more land was set aside as national trusts, deemed to perpetual unproductiveness. Facing rapid decay, these vast forest areas would neither contribute to grow GDP nor lower CO. And definitely not help push the boundaries of new, smart materials technology.

What to do? Who is right? What is wrong? How to turn things right?

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

Because the only thing we do is to help companies around the world create value by transforming data and knowledge into strategic advice and efficient communication.

Visit www.opticomgroup.se for more information.

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Svenskt  Näringsliv - Företagsklimatet nu än viktigare

The Confederation of Swedish Enterprise’s report “Företagsklimatet – nu än viktigare” (The business climate – now even more important) shows how the Swedish business climate is taking a slightly negative direction after decades of positive developments.

The report includes the results from a study conducted by Opticom on behalf of the Confederation, based on in-depth interviews with 164 business leaders from internationally oriented and research-intensive companies in Sweden.

Opticom is proud to have conducted this important study for the third time.

To read the report (in Swedish), click on the image on the left.

For more information about the study conducted on behalf of Svensk Näringsliv, please contact our CEO Carl Michael Bergman at +46 8 50 30 90 02 or email at carl.michael@opticom.se.

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I den nyligen publicerade sjätte upplagan av Opticoms årliga branschstudie ligger fokus på framtiden. Här presenteras en aktuell trendspaning där 148 personer från 58 olika företag inom den svenska läkemedelsindustrin har tagit på sig siarhatten och försökt förutspå hur vårdsverige kommer se ut 2025. Kristallkulan visar på både positiv utveckling med minskade regionala skillnader i vårdkvalitet och på negativa förändringar där ojämlikhet i vårdresultat utifrån socioekonomiska parametrar ökar och upptaget av innovativa läkemedel förblir oförändrat lågt, eller till och med försämras ytterligare.

Pharma Industri – Trendspaning 2025

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inciteIn 2014, Opticom adds communication to its research and consulting offering.

At Opticom, our roots stem from research and analysis which provide our clients with true knowledge. This knowledge serves as the foundation for decisions that aim at creating value on the bottom line. Carl Michael Bergman, CEO at Opticom International Research says: “Numerous client testimonials show that research pays off”.

Over the years, we have added consulting to our offering, helping our clients to reach insights that allow even better decision making. These two disciplines have built our success, and allowed us to work with an incredible list of globally leading companies. “It is a privilege to serve all these companies on a long term basis”, concludes Mikael Selling, CEO at Opticom Consulting Group.

Still, it is our profound belief that although knowledge may explain even the most complex matters, only communication has the power to create lasting change. That is why we now add a third leg to our business, communication.

We do so by starting a new company, Opticom Incite, run by some of the most acclaimed advertising experts in the Nordics. They have a long experience from working with complex, international tasks for major, global corporations.

“It is our ambition to help Opticom clients – old and new – to improve their business using efficient creative concepts”, states Martin Kubu, CEO at Opticom Incite.

With these three functions, we can now offer a seamless process – from Analytic Research, via Strategic Advice to Creative Concepts – aiming at making a difference on the bottom line.

For more information, please contact Mikael Selling or Carl Michael Bergman at +46 8 50 3090 00 or by e-mail at mikael [at] opticom [dot] se or carl [dot] michael [at] opticom [dot] se.

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