The Korsnäs brand climbed from fifth to second place in the recent brand tracking survey by market and brand analysis company Opticom International Research. Korsnäs scores high on quality expectations and performance. The lower scores for the Korsnäs brand are found in brand awareness and ranking among brand owners.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, the company writes in a press release.The paper industry has traditionally not been characterized 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.