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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The research consists of telephone interviews with end-users across three offices size: small, SOHO and large. About 1500 professionals, responsible for selecting and/or purchasing office paper, will be interviewed in five European markets: Germany, France, the United Kingdom, Spain and Italy.

The survey provides value to subscribers in a number of ways:

• Follow-up and evaluation of the success of brand strategies: Rebranding, the launch of new concepts, brand positions’ development over time can all be evaluated accurately on the basis of the survey.

• Evaluation of different brands’ value in different markets – including awareness, satisfaction and loyalty – provides a valuable input for developing a brand’s position in a brand portfolio or for developing a brand portfolio to even better fit with end-user needs.

In addition to providing you with input on how to develop your portfolio, Opticom’s independent research report also provides you with a powerful tool in channel negotiations. A good position in the overall ranking for your brands can be used for marketing and PR purposes and can contribute to building commitment internally.

The preparation of the survey will take place during May and the fieldwork will be conducted in Q3, 2016 so that results will be available in October/November.

For more information, or ordering of the study, please contact Cécilia Vassal Nyholm at +46 8 50 3090 00 or email at cecilia@opticom.se.

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Opticom International Research now presents the results of the 11th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among 2 100 professional end-users across 7 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands and Sweden.

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

Rank 2013 Vs. 2011* Brand Brand owner
1 = Xerox Antalis
2 = Navigator grupo Portucel Soporcel
3 + HP HP (manufactured and distributed exclusively by International Paper)
4 - Lyreco Lyreco
5 + Discovery grupo Portucel Soporcel
6 - Office Depot Office Depot
7 + (Back) Canon Canon
8 - Plano Papyrus
9 = Staples Staples
10 - Viking Office Depot/Viking Direct

* Compared with the ranking as presented in 2011. Please keep in mind that the geographical coverage was slightly different then and also included Belgium, Poland, and Switzerland.

To access the full news release click on the following link:
News Release Brand Equity Tracking Survey – Office Paper 2013

For more information, or ordering of the study, please contact Marijn van der Sluijs at +46 8 50 3090 00 or Marijn [at] opticom [dot] se.

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With a sufficient number of subscribers already committed to the project in the first week of April, Opticom has been able to decide that the office paper survey will take place during 2013.

The core survey consists of telephone interviews with professional office paper purchasers in Germany, the United Kingdom and France. In addition, interviews will be conducted in another four European countries: Italy, Spain, the Netherlands and Sweden with 300 interviews per country bringing the total survey coverage to 2 100 offices across Europe.

The survey provides value to subscribers in a number of ways:

  •  Follow-up and evaluation of the success of brand strategies: Rebranding, the launch of new concepts, brand positions’ development over time can all be evaluated accurately on the basis of the survey.
  • Evaluation of different brands’ value in different markets – including awareness, satisfaction and loyalty – provides a valuable input for developing a brand’s position in a brand portfolio or for developing a brand portfolio to even better fit with end-user needs.
  • In addition to providing you with input on how to develop your portfolio, Opticom’s independent research report also provides you with a powerful tool in channel negotiations.
  • A good position in the overall ranking for your brands can be used for marketing and PR purposes and can contribute to building commitment internally.

The preparation of the survey will take place during May and June and fieldwork will be conducted after summer so that reports will be available by November/December the latest. For more information, or ordering of the study, please contact Marijn van der Sluijs at +46 8 50 3090 00 or Marijn [at] opticom [dot] se.

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Earlier than in previous years, Opticom has now started the planning process for the next edition of the office paper tracking survey. As many of our clients have their budgeting process in the autumn, the multi-client proposal is distributed to many of our contacts already in October.

Important dates and information about the 2013 years edition are given below:
• October 2012 – proposal distributed
• March 31, 2013 – deadline for early bird offer (5% discount)
May 6, 2013 – deadline for subscription
• June 2013 – Discussions with subscribers to finalise survey design, questionnaire and scope
• September – October 2013 – fieldwork/interviews
• October – November 2013 – statistics and reporting
• December 2013 onwards – presentations and news releases

Early bird subscribers are not only entitled to a discounted fee but also, given an opportunity to influence the final research scope and questionnaire.

NEW! In 2013 the basic survey package will focus on Germany, France and UK countries that most of our clients are interested in. All other countries are offered as optional and priced separately.

If you would like to receive the multi-client proposal or in case you have any questions regarding the next edition of the office paper tracking survey, do not hesitate to contact project manager Marijn van der Sluijs at marijn [at] opticom [dot] se or by calling +46 8 50 30 90 00.

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