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.

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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, contact us here.