NAVIGATOR IS THE MOST VALUABLE OFFICE PAPER BRAND IN EUROPE

Posted on November 3, 2016 by Opticom

See the full ranking here

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.

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.”


For more information, or ordering of the study, please contact Cecilia Vassal Nyholm at: cecilia@opticom.se

 

INCADA, TAMBRITE AND INVERCOTE ARE THE MOST VALUABLE BRANDS AMONG CONSUMER GOODS BRAND OWNERS

Posted on July 7, 2016 by Opticom

See the full ranking here

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.

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.

For more information, or ordering of the survey, please contact Cécilia Vassal Nyholm at: cecilia@opticom.se

 

IGGESUND AND STORA ENSO ARE OWNERS OF THE MOST VALUABLE CARTONBOARD BRANDS IN WESTERN EUROPE

Posted on June 30, 2016 by Opticom

See the full ranking here

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.

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.

For more information, or ordering of the survey, please contact Cécilia Vassal Nyholm at: cecilia@opticom.se

 

CAR FOR SALE. WHO CARES?

Posted on June 16, 2016 by Opticom

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.

 

TAKING THE INTERNET OF THINGS FOR A RIDE. WITHOUT A DRIVER.

Posted on June 8, 2016 by Opticom

Imagine one of the leaders within the automotive industry.


Paint the picture that they’ve been building vehicles for really long, been really successful and become really appreciated. Drivers just love handling these impressive machines. The mechanics are superb. The driver interface is beyond compare, and the comfort is exquisite.


Let’s say that this is a producer of professional vehicles, such as long haul trucks, wheel loaders, mining equipment or even buses. Hence, availability and cost of operation will be key to any owner. But also in this discipline, our company scores high.


One could only guess the brand assets of such a product range. And of such a corporation.


So what happens when the interactive electronics of these already advanced machines grow up and become connected? Become part of the so cherished Internet of Things.


Information technology will allow for mind boggling novelties such as vehicles that drive better on their own than with their drivers. Vehicles that thrive best with their kins, travelling whole continents in a group, or what is now called platooning. Vehicles that are performing around the clock. A traffic environment far safer, without any driver at all, however skilled they may be.


What happens then with the loyalty of the drivers? And what happens with the brand assets?


Will such a vehicle-producer be seen as a sub-supplier to Internet companies? Or is it maybe so, that an agile producer can grab this opportunity, and turn things the other way around. And build an even stronger brand?


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


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

 

OPTICOM DONATES TO THE INTERNATIONAL CHILDREN’S VILLAGES

Posted on May 18, 2016 by Opticom

Opticom is proud to announce that 10,000 SEK was donated to the International Children’s Villages as a result of telephone and face-to-face qualitative interviews on behalf of the participants.

Certificate

 

TURNING WIND POWER IN A NEW DIRECTION. WITH AN INNOVATIVE SPIN.

Posted on May 12, 2016 by Opticom

Imagine a pioneer in the wind power business deciding to create true change.


Let’s assume that they have been around for a while, and that they have made their mark as a solid supplier of reliable technology. Let’s also consider the fact that they have moved upward the value ladder, offering both a portfolio of services and a range of consultative advice.


Finally, one more assumption. They have been an ardent advocate for wind power in general. Investing time and money in building the arena for harnessing this endless source of energy.


But turning the energy industry in a new and greener (or maybe bluer) direction takes time. And since time is money, one could imagine the agony of various stakeholders. We just do not make any money, the bean counters in this company complained. They just spend tax money, skeptical politicians claimed. They just waste time, reactionary industrialists complained. They need more time – and money – devoted environmentalists argued. On, and on, and on.


Gradually, technology matured. Reliability grew, so did efficiency. And finally, pay off times reached acceptable levels, even without counting financial support from governmental bodies.


Still the market refused to mature. It didn’t take off. It just trudged along, on shore, off shore and even off distance.


But what if they decided to turn the equation around?


Starting with offering the end customers a more tangible benefit than green electricity. Offer them the functionality they are using the electricity for. Like washing their clothes. Warming their house. Preserving their food. Preparing their meals.


In essence, they would market wind powered washing machines, radiators, fridges, stoves.


Would that work? Would it become a success?


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


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

 

OPTICOM LAUNCHES THE 2016’S EDITION OF THE OFFICE PAPER BRAND TRACKING STUDY

Posted on May 11, 2016 by Opticom

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 cecilia@opticom.se.

 

PUT A TREE IN YOUR TANK

Posted on April 25, 2016 by Opticom

Many of us remember Esso’s classic campaign about putting a tiger in the tank of your car.


That claim was coined in another millennium, but demand for a clean, powerful and efficient fuel (yes that was what Esso promised) remains.


Now imagine that someone sets the wheels in motion and starts developing, producing and marketing a fuel that is not based on fossil resources. That does not contribute to climate change. That has no negative effect on agriculture and does not interfere with food production.


Imagine a fuel that can power anything from airplanes and long haul trucks to city cars and scooters.


And imagine – if you can – this fuel being based on an endless resource that can be regenerated forever and ever.


Think trees.


How this can help change the world, we don’t know yet. But we can find out.


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

 

CHANGING THE WORLD OF FORESTRY

Posted on April 6, 2016 by Opticom

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.

 

LIF INAUGURATES NEW PREMISES – AND WE WERE THERE!

Posted on March 18, 2016 by Opticom

LIF – the research-based pharmaceutical companies’ association – inaugurated their new premises at Sveavägen 63 in central Stockholm. Of course we were there.


LIF President Anders Blanck began the inauguration by presenting the new premises as the new meeting place for anyone who wants to discuss cooperation in the healthcare field, plus a selection of offices as well as large and small meeting rooms to rent. There will also be temporary workstations available for visitors – and LIF sincerely hope that many will take advantage of the stimulating environment that the new space can offer.


LIF already share these premises with several other organisations, such as IML, Leading Health Care, Swecare and Pharmaceutical Insurance with more to move in once the current two floors become three.


A highlight of the inauguration was the presence of Agneta Karlsson, Swedish State Secretary.
On behalf of the Swedish government she expressed the ambition for Sweden to become world leaders in Life Science, and stressed the need for all key individuals on every possible level to cooperate in order to achieve this goal. Not surprisingly, all representatives agreed wholeheartedly!

After which it was time for the State Secretary to cut the inaugural ribbon, however the ribbon was cut into several pieces for each representative and then tied back together again in order to symbolise unified ambition as well as cooperation.

/Tomas Andersson
Senior Researcher, Opticom

 

THE SWEDISH BUSINESS CLIMATE TAKING THE WRONG TURN

Posted on February 29, 2016 by Opticom

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.

 

TREND REPORT 2025 – WHAT’S HAPPENING IN THE SWEDISH PHARMACEUTICAL INDUSTRY?

Posted on February 11, 2016 by Opticom

In the newly published sixth edition of Opticom’s annual industry study, the focus is on the future.


The report involved the participation of 148 representatives from 58 different companies in the Swedish pharmaceutical industry who have looked in the crystal ball and tried to predict what Swedish healthcare will look like in 2025. The results showed positive developments with reduced regional disparities in quality of care and negative changes where inequality in healthcare results based on socio-economic parameters increases. Lastly, the uptake of innovative medicines will continue to remain low, or decrease even further.


To read the report (in Swedish), click here.

 

“KNOWLEDGE EXPLAINS. COMMUNICATION CHANGES”

Posted on January 28, 2016 by Opticom

The Opticom Group website is now live…

opticomgroup.se

 
  • Facebook
  • LinkedIn

©2020 by Opticom. Proudly created with Wix.com