Iggesund, Korsnäs and Stora Enso have strongest cartonboard brands
2010-06-17
June 17 2010 There are three cartonboard companies - Iggesund, Korsnäs and Stora Enso - with relatively stronger brands than other companies, a survey by Opticom International Research shows.
Opticom International Research 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 carton converters.
The survey shows that overall brand knowledge among carton converters is improving. It has also become more competitive in the sense that brands outside of top ten are narrowing the gap and they are potentially challenging the more well-established brands. Results indicate that several of the cartonboard companies now put more emphasis on branding their products.
There are three cartonboard companies with relatively stronger brands and/or development over time than others:
Iggesund with Invercote maintains its position as the clearly most valuable brand among Western European converters. Iggesund's other brand, Incada, is ranked in a fourth place. Korsnäs is ranked in second place thanks to the brand taking a lead from a quality associations and loyalty point of view. Stora Enso, with Ensocoat, goes up from a sixth place in 2008 to a third place, and its other brands, Tambrite, CKB and Performa are also in top ten, mainly as a result of an improvement in the awareness of the brands.
The other cartonboard producers active in the Western European market are considerably weaker.
The ranking of brands takes into account both awareness of and satisfaction with the brand. Satisfaction encompasses quality associations, perceived brand performance and loyalty towards the brand.
The results are based on interviews conducted in January-February 2010 with 213 carton converters from seven Western European countries: Germany, the UK, France, Belgium, the Netherlands, Spain and Italy. All the converters who participated in the survey use virgin fibre cartonboard for their cartons and they produce folding cartons for at least one of the following end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits.
The survey does not only measure how well known and appreciated brands are and how loyal users are towards them. It also looks into purchasing behaviour such as how influential converters are when selecting cartonboard grade and/or brand, how often they buy a certain brand and what the main drivers are behind the brand selection.
