In the 2010 Opticom Brand Tracking Survey for Consumer Packaging, the Korsnäs brand emerges as a contender. In three of the most important markets – France, Germany and the UK – Korsnäs ranks among the top brands*.
The forest, pulp and paper industry has traditionally not been characterised by strong brands. The survey suggests, however, that brand knowledge is slowly improving. Responding converters not only refer to type of cartonboard and supplier names, but also increasingly to brands.
Korsnäs scores especially high on quality expectations and performance, which is significant bearing in mind that the main drivers for brand selection are product quality and end-use suitability*. The lower scores for the Korsnäs brand are found in brand awareness and ranking among brand owners.
Respondents in the survey are decision-makers with influence on the specification of cartonboard material in market segments such as pharmaceuticals, healthcare, cosmetics, chocolate and confectionary, food and wine, and spirits.
The survey clearly shows a positive development of the Korsnäs brand in recent years. This is a result of won contracts, a reputation for an ability to deliver, cooperation with European universities and massive market communication efforts. In addition, the Korsnäs brand has drawn a great deal of attention at trade fairs such as Luxe Pack in Monaco, with several hundred new business contacts as a result. The next step in Korsnäs’ brand communication will focus on the knowledge content of Korsnäs’ offer to the market.
*Source of information: Opticom International Research and report: The Brand Equity Tracking Survey for Consumer Packaging 2010.
