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July 13th 2010
The most valuable cartonboard brands ranked by Opticom (Brand owners)
Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2010” defining and ranking the most valuable cartonboard brands in Western Europe according to brand owners (consumer goods manufacturers).
The results are based on interviews conducted in January-February 2010 with approximately 400 brand owners located in Western Europe, representing six different end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. Respondents are responsible for or heavily involved in selecting which cartonboard grades and/or brands that are to be used to produce the folding cartons that their consumer products are packed in.
Main findings
Brand owners are, according to the survey, getting more knowledgeable about cartonboard brands as they now refer to brands rather than to the type of cartonboard and/or the name of their cartonboard supplier. The overall level of brand recognition is, however, still far from the level seen among carton converters. When segments are analysed on an individual basis, it is clear that some segments show a higher level of brand recognition than others: e.g. Cosmetics & beauty care and Pharmaceuticals & healthcare.
The seven brands that qualify for the Western European ranking (including all six end use segments) based on their Brand Equity Index and thus are the most valuable brands in Western Europe according to brand owners (consumer goods manufacturers) are:
A sign of the improved brand knowledge is that all seven brands qualifying for the total ranking this year are real cartonboard brands in contrast to the survey in 2008, when two of the top brands were in fact names of cartonboard suppliers.
Most of the top brands are only strong in two or maximum three of the segments as reflected by the table below listing the top three brands per segment*:
*excluding Wines & spirits as only two brands qualify in that segment
In most of the segments, the brands which qualify for the ranking lists are well established since many years. However, in the Cosmetics & beauty care segment there are three brands qualifying which are relatively new to market and they are Algro Design from Sappi, Carta Elega from M-real and Trucard from Tullis Russel. It will be interesting to see the future development of these brands vs. the established top brands. Currently they play in different leagues with Invercote being the by far strongest cartonboard brand according to owners of Cosmetics & beauty care brands and Incada and Ensocoat also very much ahead of the newcomers. However, there is no time for complacency in this industry.
A fast positive development for a particular brand is best illustrated by Alaska (International Paper) in the Pharmaceuticals & healthcare segment; up from a 9th place in 2008 to number one this year.
To summarise, the survey shows that brand owners are getting more knowledgeable about cartonboard though awareness still is on a fairly modest level.
“The raised interest in and knowledge about cartonboard brands could and should be translated into opportunities for the cartonboard producers” says Jessica Tommila, responsible for this survey at Opticom. She also adds that building and sustaining a strong brand, requires a thorough understanding of what it takes to open the doors to the brand owners and earn their loyalty. What drives awareness and initial purchase for example and what would make them switch from the brand/s they currently use to another brand?
For more information, or ordering of the survey, please contact
Jessica Tommila at:
Opticom International Research
Grev Turegatan 30
SE-114 38 Stockholm, SWEDEN
Direct phone: +46 (0)8 50 30 90 06
Mobile phone: +46 (0)708 39 90 06
E-mail: jessica@opticom.se
Opticom International Research is a leading global market research and consulting firm with the mission to help our customers make better business decisions. 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 AB
Head office
Grev Turegatan 30
S-114 38 Stockholm
SWEDEN
P: +46 8 5030 9000
F: +46 8 5030 9001
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