Published - 2018/09/05
Iggesund, Stora Enso and BillerudKorsnäs: owners of the most valuable brands of cartonboard
Since the first survey conducted in 2004, Opticom’s brand tracking
survey has been the industry standard benchmark by which all virgin
fibre cartonboard brands are evaluated.
For the 8th time, Opticom has identified and ranked the most valuable virgin fibre cartonboard brands in Europe through in-depth interviews with 212 converters and 291 with brand owners across 8 countries: 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, BillerudKorsnäs is challenging the top brands by taking the 6th place among converters and the 3rd among brand owners.
The survey shows that there is a clear correlation between the brands purchased and the ones mentioned spontaneously among converters. This is less true among brand owners except for BillerudKorsnäs. The brand the most well-known among converters isInvercote and among brand owners Tambrite.
Product quality drives the selection of which brands to use for the consumer packaging and most specifically consistent quality is the most important criterion for both converters and brand owners. Metsäboard Pro is the best brand at fulfilling converters'expectations and conversely Ensocoat for brand owners.
Both converters and brand owners are very loyal to their brands used. Incada scores thehighest on the loyalty aspects among converters and Tambrite among brand owners.