The results from the 2012 brand tracking survey on cartonboard for consumer packaging are now available. The final reports will be available before summer and presentations can be booked from June onwards.

Since its start in 2004, Opticom’s brand equity tracking survey for virgin fibre based cartonboard has been the industry benchmark whereby cartonboard producers have been able to measure the value of their cartonboard brands in relation to competition and detect trends over time. The ranking has been based on the Opticom Brand Equity Index which is based on four key drivers of brand equity; Spontaneous Awareness, Top of Mind, Brand Performance and Brand Loyalty.

The research coverage is very extensive as totally 246 converters and 461 brand owners are interviewed across 8 European markets focusing on 6 end-use segments.

Questions primarily concern awareness, buying determinants and performance of the brands but in this year’s edition there is also a special emphasis on sustainability and environmental aspects.

Should you be interested in subscribing to the survey, please contact the Project Manager Jessica Tommila at jessica (at) opticom (dot) se or +46708399006.

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