OFFICIAL REPORT
NO
RW
AY
2015
SUSTAINABLE BRAND INSIGHT
We are an Insight agency on a journey to
create Sustainable Brands.
Our Mission
We help companies understand the value of
Sustainable Branding. We do this by providing
knowledge, understanding and the ability to take
action. Together, we create Better Business for a
Better World.
Our Services
•
Research & Analysis -‐ tailored brand studies,
target group analysis and strategic mappings
•
Corporate Training -‐ sustainability branding and
communication
•
Events -‐ sustainable branding conference
•
Sustainable Brand Index™ -‐ Scandinavia´s
largest brand study on sustainability
•
Sustainable Brand Leaders -‐ a membership for
leading sustainable brands.
Contact & Business Inquiries
Phone
+46 (0) 708 65 13 97
E-‐mail
info@sb-‐insight.com
@sustbrands
Who´s Behind the Study?
www.sb-‐index.com
www.sb-‐insight.com
CONTENTS
NORWAY
2015
1.
INTRO
About the Study, Methodology and
Executive Summary/Key Insights
2.
RANKINGS & RESULTS
The overall development of industries and
brands since last year.
3.
THE CONSUMER 2015
Who is the Sustainable Consumer?
Behavioral Groups and Insights
4.
INDUSTRY RANKINGS
How has the overall brand performance
changed since last year?
5.
ATTACHMENTS
Brands in Sustainable Brand Index™ 2015
and Methodology
Scandinavia’s largest
brand study focusing on
sustainability
Sustainable Brand Index™ (SB Index) is Scandinavia’s largest brand study focusing on sustainability. Based on 27 000 consumer interviews, the study maps out and analyzes the areas of
sustainability and brands from the consumer
perspective.
SB Index consists of the following parts:
• Evaluation and Ranking of 709 Brands From the Sustainability Perspective
709 brands are evaluated and ranked based on the consumers´ perception of their work within the area of sustainability / how sustainable the consumers think they are.
• Mapping of the Sustainable Consumer
Segmentations of sustainable consumers and what drives them to consume sustainably.
• Development and Trends in the World Development and trends in the world that affect companies as well as the area of sustainable branding.
The study was founded in 2011 and is now carried out annually in Sweden, Norway, Denmark and Finland.
Three-‐Part Study Based on
the Opinions of 27 000
Consumers
Sustainable Brand Index™ is a three-‐part study based on two quantitative survey studies and one qualitative study in the form of in-‐depth interviews.
The Methodology 2015
• The quantitative studies were conducted through online interviews between December 2014 and January 2015. The qualitative study was conducted in February 2015.
• Every brand is evaluated by at least 1000 people. In total 709 brands were evaluated by 27 000 people.
• The target group is defined as follows: The public – Swedish, Norwegian, Danish and Finnish consumers, 16 years and older.
• The basis of the study is UN Global Compact’s 10 principals about environmental and social responsibility. This is supplemented with a so-‐ called external definition focusing on the consumers’ perception of sustainability, meaning their expectations and demands on companies.
• The selection of brands is based on the following factors: market presence in the concerned country, turnover, market share and general brand awareness.
WHAT?
The Tool for
Sustainable Branding
The aim of Sustainable Brand Index™ is to highlight the value of sustainable branding and raise awareness about it. By motivating and inspiring, we help companies to improve their work and dare to communicate.
Sustainable Brand Index™ concretizes the result and gives companies tools to drive the sustainability work forward through branding and
communication.
METHODOLOGY
WHY?
ABOUT
2015
RANKINGS & RESULTS
RANKINGS & RESULTS
SUSTAINABLE BRAND INDEX™ 2015
THE OVERALL DEVELOPMENT
IN NORWAY IS STABLE
The Norwegian market is still considered to be lagging behind the Swedish one regarding maturity in sustainability issues.
The overall performance is stable and looks a lot like last year. The average score of the market is 33% (out of 200%). Compared to Sweden with an average score of 32%, Denmark 21% and Finland 47%.
Even though Stormberg, Tine and IKEA are the top 3 brands in Norway, Hotels outperform other industries by large. This is mainly due to PeBer Stordalen´s Nordic Choice Hotels with four brands on the top 10 list. The top brands perform significantly beBer within environmental responsibility. This might be an indicaIon of where they choose to focus their posiIoning efforts.
RANKING DEVELOPMENT SINCE 2014
INSIGHTS
•
The Hotel industry is the top
performing industry in Norway.
Primarily due to Nordic Choice
Hotels with 4 brands on the top 10
list this year.
•
Hotels, banks and FMCG are the
only industries with a positive
development since last year.
•
The average score is higher than
Sweden and Denmark but lower
than Finland.
TOP BRANDS HAVE HIGHER SCORES WITHIN ENVIRONMENTAL RESPONSIBILITY 0% 10% 20% 30% 40% 50% 60% 2015 2014 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
HOTELS STILL THE TOP INDUSTRY IN NORWAY
BETTER ENVIRONMENTAL
RESPONSIBILITY BETTER SOCIAL
2. TINE
TOP THREE
3. IKEA
66%
1. STORMBERG
78%
Stormberg keeps the lead
from 2014. Tine stays in
second place. IKEA climbs
from fifth to third place.
RANKING
SUSTAINABLE BRAND INDEX™ 2015
The gap between
Stormberg and Tine is 7
percentage points, same as
in 2014.
71%
About the Ranking in Sustainable Brand Index™ The ranking is based on the percentage of consumers who assess the company's sustainability efforts as good (4) or very good (5) on a scale of 1-‐5 + “don´t know.” The maximum score is 200%. A company that has 200%, performs very well within both environmental and social responsibility according to consumers, i.e. 100% have then answered 4 or 5 (a company like that does not exist).
Hotels and Food & Beverage/
Grocery Stores dominate in
the very top.
All in all, there are four Nordic
Choice Hotels brands on the
top 10 list. Including the
mother brand itself. The
Norwegian hotel chain has
managed to build a strong
sense of sustainability around
its brands.
There are mostly domestic
brands on top 10 this year.
IKEA being a clear exception.
The majority of the brands are
stronger within
environmental responsibility.
66%
9. VINMONOPOLET
58%
62%
10. KIWI
58%
60%
6. CLARION
HOTELS
63%
5. COOP
63%
About the Ranking in Sustainable Brand Index™ The ranking is based on the percentage of consumers who assess the company's sustainability efforts as good (4) or very good (5) on a scale of 1-‐5 + “don´t know.” The maximum score is 200%. A company that has 200%, performs very well within both environmental and social responsibility according to consumers, i.e. 100% have then answered 4 or 5 (a company like that does not exist).
4. NORDIC
CHOICE
HOTELS
7. QUALITY
HOTELS
8. CLARION
COLLECTION
HOTELS
PLACES 4-‐ 10
INDUSTRY LEADERS
1.
HOTELS
2.
ELECTRICITY
3.
GROCERY STORES
4.
FOOD & BEVERAGES
5.
INSURANCE
6.
TELECOMMUNICATION
7.
BANKS
8.
RETAIL
9.
TRAVEL
10.
CARS
11.
FUEL
12.
FASTFOOD
13.
FMCG
1.
2.
4.
5.
13.
15.
18.
23.
35.
40.
58.
68.
76.
STORMBERG
TINE
NORDIC CHOICE
HOTELS
COOP
STATKRAFT
TOYOTA
GJENSIDIGE
SPAREBANK 1
STATOIL
TELENOR
STAR TOUR
STARBUCKS
ORKLA FOODS
RETAIL
FOOD & BEVERAGES
HOTELS
GROCERY STORES
ELECTRICITY
CARS
INSURANCE
BANKS
FUEL
TELECOM.
TRAVEL
FASTFOOD
FMCG
RANKING -‐ INDUSTRIES
9
1.
Stormberg
2. Tine 3. IKEA
4. Nordic Choice Hotels 5. Coop
6. Clarion Hotels 7. Quality Hotels
8. Clarion Collection Hotels 9. Vinmonopolet 10. Kiwi 11. Q 12. Comfort Hotels 13. Statkraft 14. Rema1000 15. Toyota 16. Synnøve 17. Gilde 18. Gjensidige 19. Meny 20. Scandic 21. Volvo 22. Thon Hotels 23. Sparebank 1 24. Norgesenergi 25. Radisson Blu 26. Kavli 27. Fjordkraft 28. Gudbrandsdal Energi 29. Lerøy 30. DNB 31. Volkswagen 32. Kommunal Landspensjonskasse 33. Tryg 34. Hafslund 35. Statoil 36. Møllerens 37. Hydro 38. If 39. Audi 40. Telenor 41. Clas Ohlson 42. Storebrand 43. Mills 44. Elkjøp 45. Eidsiva 46. Eika 47. Vita 48. Prior 49. BMW 50. Best Western 51. Sparebanken Vest 52. Nordea 53. Lyse 54. Skandiabanken 55. Agder energi 56. Expert 57. Toro 58. Star Tour 59. Jernia 60. Findus 61. Mercedes-‐Benz 62. ICA 63. Byggmakker 64. Coca-‐Cola 65. Apollo 66. Dressmann 67. Rimi 68. Starbucks 69. Netcom 70. Spar 71. Nissan 72. Skoda 73. Ving 74. Ford 75. Peppes Pizza 76. Orkla Foods 77. LOS 78. Maxbo 79. Indiska 80. Narvesen 81. Vital 82. Shell 83. Bohus 84. Sparebanken Sør 85. Sparebanken Møre 86. Europris 87. Lefdal 88. Sparebanken Øst 89. Benetton 90. McDonald´s 91. Arendals Fossekompani 92. Honda 93. Biltema 94. Ultra 95. H&M 96. First Price 97. Esso 98. Danske Bank 99. Kappahl 100. Danone 101. Mazda 102. Joker 103. Tele2 104. Denja 105. Frende 106. Fortum 107. KIA 108. Princess 109. Pepsi 110. Jysk 111. Handelsbanken 112. Nille 113. Park Inn 114. Mitsubishi 115. Cubus 116. Lindex 117. Opel 118. Via tours 119. Citroën 120. Nestlé 121. Peugeot 122. 7 Eleven 123. Renault 124. Lantmännen 125. Hyundai 126. Ikano bank 127. Danica Pensjon 128. YA Bank 129. Mondelèz 130. Solia 131. Subaru 132. Match 133. Eldorado 134. Subway 135. YX 136. Espresso House 137. Carlings 138. Bauhaus
139. Johnson & Johnson 140. Uno X
141. Jack&Jones 142. Suzuki 143. L´Oréal
144. Procter & Gamble 145. Zara 146. Santander 147. St1 148. BnP Paribas 149. Best 150. Vero Moda 151. Mango 152. Gina Tricot 153. Swedbank 154. Alfa Romeo 155. Mars 156. Bunnpris 157. Burger king 158. Unilever 159. Centra 160. Fiat 161. Big Bite 162. BikBok 163. Seat 164. Chevrolet 165. Codan 166. Accessorize
SUSTAINABLE BRAND INDEX™
RANKING 2015 -‐ NORWAY
About the Ranking in Sustainable Brand Index™ The ranking is based on the percentage of consumers who assess the company's sustainability efforts as good (4) or very good (5) on a scale of 1-‐5 + “don´t know.” The maximum score is 200%. A company that has 200%, performs very well within both environmental and social responsibility according to consumers, ie. 100% have then answered 4 or 5 (a company like that does not exist).
2015
THE CONSUMER
Do not care about sustainability
This behavior group focuses mainly on price, regardless of what they buy. After price is functionality, perceived quality and durability the most important.
The group is short-‐sighted, searches for simple solutions, chooses the first & best product/service that fulfills their need and they care primarily of what is best for themselves. The most prioritized factors are convenience and avoidance of exertion.
Their knowledge of sustainability is low, just like their engagement, and they are not interested to increase either of those. Occasionally, they find themselves to be part of discussions regarding sustainability and they avoid to express themselves too much.
Priority: Price
Curious about as well as interested in
sustainability
This group consists of dedicated and reasonable people, mainly women. Reliability, treatment/service and freedom of choice are important factors. They appreciate to choose things on their own and decide what is good or bad for body and soul. Price is not their interest since they have both the will and means to pay to get the things their way.
They are curious about as well as interested in sustainability. They like to discuss the topic with others and believe it is a way to practice their own good thoughts and ambitions of how life should be lived. However, it is always combines with “what’s in it for me”-‐attitude. Labels
and certifications are seen as serious sign since the company’s credibility also is valued.
Priorities: Reliability, quality and service
in combination with sustainability.
EGO 35%
DEDICATED 5%
SMART 12%
MODERATE 48%
THE CONSUMER
SUSTAINABLE BRAND INDEX™ 2015
We have extracted a number of patterns by studying how consumers say how they act in different situations and cross analyse this with the underlying structures of their attitudes. From these patterns, we have identified four behaviors which consumers show relative sustainability and the companies.
WHO IS THE SUSTAINABLE CONSUMER?
Zealous and well prepared regarding
sustainability
This group represents the smallest portion of the population but also the most dedicated and zealous in terms of sustainability. People of this group are guided by their values and sustainability is the most important factor, irrespective of purchases and situation. The only thing that can stop them sometimes is their wallet since this is a group with somewhat lower income than others. Therefore, the engagement must be adjusted to the price sometimes.
The group searches and gathers information about sustain-‐ ability from all types of sources. They keep the discussions regarding sustainability going among their friends and family, and also position themselves among like-‐minded
who they listen to. In addition, they like to give and receive information about sustainability and enjoy contacting companies to learn more and ask questions.
Priority: Sustainability
Believe that sustainability can be a bit interesting
The group makes up around 50 % of the population and is “just enough”. They have general requirement on functionality, quality and durability, price is prioritized but they also think that sustainability (if it goes in line with the other criteria) can be a bit interesting.
As persons, they are primarily passive receivers who have noticed the discussions regarding sustainability. Sometimes they find themselves in middle of those discussions and they are happy to listen. On a personal level, this group is evenly spread over all
variables such as gender, age and income.
Priorities: Reliability, quality and service
in combination with price.
SMALL DEMOGRAPHIC
DIFFERENCES BETWEEN THE
BEHAVIORAL GROUPS
There are small differences between our four behavioral groups regarding gender, age, education, geographic distribution and employment type.
The differences that we do find are most significant within gender and education. The Ego group is more tilted towards being men, whereas Dedicated are 61% women. Education also increases with the interest in sustainability.
These decreasing demographic differences will make working with marketing and sustainability increasingly interesting now. It is no longer possible to look at classical stereotypes. Each group contains a little bit of everything. And differences are instead found in values, attitudes and lifestyles.
INSIGHTS
BEHAVIORAL GROUPS
The level of trust in companies are similar for Ego, Moderate and Smart. The Smart group has slightly more trust than Moderate. This indicates the Smart group´s openness to corporate sustainability efforts. Noticeable is that the vast majority of all groups are somewhere in between regarding the trust in companies. This does not include Dedicated. Instead they stand out as the group with a high level of distrust in companies.
Dedicated is of course the group that searches the most for sustainability labels and certifications. Smart shows an interest in this too. In the other end, the focus on price is within the same scope for all four groups. Smart, and not Ego as one might expect, shows the highest interest in price. This highlights the importance for companies to communicate both price and sustainability. Price is always relevant.
56% 48% 49% 39% 44% 52% 51% 61% EGO MODERATE SMART DEDICATED GENDER Man Woman 10% 9% 11% 9% 41% 38% 32% 31% 47% 52% 56% 59% EGO MODERATE SMART DEDICATED EDUCATION . . . 38% 35% 40% 31% 58% 58% 44% 28% 4% 7% 16% 42% EGO MODERATE SMART DEDICATED
TRUST IN
COMPANIES
LABEL/CERTIFICATION
PRODUCT PRICE OR
26% 25% 24% 55% 56% 64% 62% 41% 19% 10% 14% 4% EGO MODERATE SMART DEDICATED
BOTH DIFFERENCES AND
SIMILARITIES IN TRUST AND
LABELS/CERTIFICATIONS
Primary School Secondary School University
Product price Indifferent Label/certification
Low trust Medium trust High trust
Based on data from Sustainable Brand Index™, we develop a
customized report for you. You get a complete analysis of your
brand from the Sustainable Perspective.
Why Get the Report?
The report is a tool designed for
monitoring
and
setting
targets
within sustainable branding and
communications. The report also serves as a basis
for
strategic decisions
related to your brand and
sustainability efforts.
What´s in the Report?
•
External factors and trends affecting your brand
•
Consumer attitudes and behaviors regarding sustainability &
your brand
•
Consumer perception of your brand (+700 benchmarks)
•
The reasons behind your brand performance ("The Why")
•
Your performance on the key drivers for a Sustainable Brand
•
Strategic recommendations
EXTERNAL FACTORS
WHAT?
YOUR CUSTOMIZED
BRAND REPORT
SUSTAINABLE BRAND INDEX™ 2015
YOUR CUSTOMIZED
BRAND REPORT
Complete
analysis of
your brand
from the
Sustainable
Perspective!
ATTITUDES & BEHAVIORS PERCEPTION OF YOUR BRAND ”THE WHY” KEY DRIVERS
RECOMMENDATIONS
2015
INDUSTRY RANKINGS
1.
Sparebank 1
2.
DNB
3.
Eika
4.
Sparebanken Vest
5.
Nordea
6.
Skandiabanken
7.
Sparebanken Sør
8.
Sparebanken Møre
9.
Sparebanken Øst
10.
Danske Bank
11.
Handelsbanken
12.
Ikano bank
13.
YA Bank
14.
Santander
15.
BnP Paribas
16.
Swedbank
INDUSTRY RANKING
BANKS
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
Sparebank 1
-‐The Most
Sustainable Bank
in Norway
0% 20% 40% 60% 80% 100% 0 50 100 150
1.
Toyota
2.
Volvo
3.
Volkswagen
4.
Audi
5.
BMW
6.
Mercedes-‐Benz
7.
Nissan
8.
Skoda
9.
Ford
10.
Honda
11.
Mazda
12.
KIA
13.
Mitsubishi
14.
Opel
15.
Citroën
16.
Peugeot
17.
Renault
18.
Hyundai
19.
Subaru
20.
Suzuki
21.
Alfa Romeo
22.
Fiat
23.
Seat
24.
Chevrolet
CARS
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Toyota
-‐The Most
Sustainable Car
Brand in Norway
1.
Coop
2.
Vinmonopolet
3.
Kiwi
4.
Rema1000
5.
Meny
6.
ICA
7.
Rimi
8.
Spar
9.
Ultra
10.
Joker
11.
Bunnpris
12.
Centra
GROCERY STORES
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Coop
-‐The Most
Sustainable
Grocery Store
in Norway
1.
Stormberg
2.
IKEA
3.
Clas Ohlson
4.
Elkjøp
5.
Vita
6.
Expert
7.
Jernia
8.
Byggmakker
9.
Dressmann
10.
Maxbo
11.
Indiska
12.
Bohus
13.
Europris
14.
Lefdal
15.
Benetton
16.
Biltema
17.
H&M
18.
KappAhl
19.
Princess
20.
Jysk
21.
Nille
22.
Cubus
23.
Lindex
24.
Match
25.
Carlings
26.
Bauhaus
27.
Jack&Jones
28.
Zara
29.
Vero Moda
30.
Mango
31.
Gina Tricot
32.
BikBok
33.
Accessorize
RETAIL
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Stormberg
-‐The Most
Sustainable Retail
Brand in Norway
1.
Statoil
2.
Shell
3.
Esso
4.
YX
5.
Uno X
6.
St1
7.
Best
FUEL
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Statoil
-‐The Most
Sustainable Fuel
1.
Statkraft
2.
Norgesenergi
3.
Fjordkraft
4.
Gudbrandsdal Energi
5.
Hafslund
6.
Hydro
7.
Eidsiva
8.
Lyse
9.
Agder energi
10.
LOS
11.
Arendals
Fossekompani
12.
Fortum
ELECTRICITY
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Statkraft
-‐The Most
Sustainable
Electricity Brand
in Norway
21
1.
Orkla Foods
2.
Danone
3.
Mondelèz
4.
Johnson &
Johnson
5.
L´Oréal
6.
Procter & Gamble
7.
Mars
8.
Unilever
FAST MOVING
CONSUMER GOODS
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Orkla Foods
-‐The Most
Sustainable
FMCG Brand in
Norway
1.
Gjensidige
2.
Kommunal
Landspensjonskasse
3.
Tryg
4.
If
5.
Storebrand
6.
Vital
7.
Frende
8.
Danica Pensjon
9.
Codan
INSURANCE
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Gjensidige
-‐The Most
Sustainable
Insurance Brand
in Norway
23
1.
Nordic Choice
Hotels
2.
Clarion Hotels
3.
Quality Hotels
4.
Clarion
Collection Hotels
5.
Comfort Hotels
6.
Scandic
7.
Thon Hotels
8.
Radisson Blu
9.
Best Western
10.
Park Inn
HOTELS
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Nordic Choice
Hotels
-‐The Most
Sustainable
1.
Tine
2.
Q
3.
Synnøve
4.
Gilde
5.
Kavli
6.
Lerøy
7.
Møllerens
8.
Mills
9.
Prior
10.
Toro
11.
Findus
12.
Coca-‐Cola
13.
First Price
14.
Denja
15.
Pepsi
16.
Nestlé
17.
Lantmännen
18.
Eldorado
FOOD & BEVERAGE
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Tine
-‐The Most
Sustainable
Food &
Beverage Brand
in Norway
25
1.
Star Tour
2.
Apollo
3.
Ving
4.
Via tours
5.
Solia
TRAVEL
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Star Tour
-‐The Most
Sustainable
Travel Brand in
1.
Starbucks
2.
Peppes Pizza
3.
Narvesen
4.
McDonald´s
5.
7 Eleven
6.
Subway
7.
Espresso House
8.
Burger king
9.
Big Bite
FASTFOOD
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Starbucks
-‐The Most
Sustainable
Fastfood Brand
in Norway
27
1.
Telenor
2.
Netcom
3.
Tele2
TELECOMMUNICATION
INDUSTRY RANKING
THE INDUSTRY IN RELATION TO
THE OVERALL RANKING
0% 20% 40% 60% 80% 100% 0 50 100 150
Telenor
-‐The Most
Sustainable
Telecom Brand
in Norway
2015
METHODOLOGY
METHODOLOGY
SUSTAINABLE BRAND INDEX™ 2015
What is the basis of Sustainable Brand Index™ 2015?
Sustainable Brand Index™ is based on the consumer
perspective and measures what consumers can be expected to
have an opinion about at the time of the survey. The basis of
Sustainable Brand Index™ is the United Nations Global
Compact and its ten principles on human rights, labor
conditions, environment and anti-‐corruption.
When and where was the survey conducted?
The survey was conducted in Sweden, Norway, Denmark and
Finland. For a full description of the methodology in other
countries, please contact Sustainable Brand Insight. The survey
was conducted during December 2014 and January 2015. Data
were compiled and analyzed during February and March 2015.
How are the brands selected?
The brand selection is based on the following parameters:
•
Market presence in the country concerned
•
Turnover and market share
•
General Brand Awareness
With these criteria we aim to provide a selection that reflects
the brands that consumers meet in their everyday lives. The
selection is primarily focused on corporate brands but is
complemented with product brands when market share and
general brand awareness are considered relevant in order to
create an accurate picture of the industry.
Methodology
The survey was conducted via an online survey. Respondents
were sent a unique link via email. 1000 persons have assessed
each brand. All brands in the survey have been randomly
selected in each question. This means that the answers to the
greatest extent possible is an accurate representation of the
reality since each respondent has been exposed to different
combinations of brands. Our assessment is that the survey as
far as possible resembles a nationally representative sample of
the population.
BRANDS SUSTAINABLE BRAND INDEX™ 2015
-‐NORWAY
7 Eleven Accessorize Agder energi Alfa Romeo Apollo Arendals Fossekompani Audi Bauhaus Benetton Best Best Western Big Bite BikBok Biltema BMW BnP Paribas Bohus Bunnpris Burger king Byggmakker Carlings Centra Chevrolet CitroënClarion Collection Hotels Clarion Hotels Clas Ohlson Coca-‐Cola Codan Comfort Hotels Coop Cubus Danica Pensjon Danone Danske Bank Denja DNB Dressmann Eidsiva Eika Eldorado Elkjøp Espresso House Esso Europris Expert Fiat Findus First Price Fjordkraft Ford Fortum Frende Gilde Gina Tricot Gjensidige Gudbrandsdal Energi H&M Hafslund Handelsbanken Honda Hydro Hyundai ICA If Ikano bank IKEA Indiska Jack&Jones Jernia
Johnson & Johnson Joker Jysk Kappahl Kavli KIA Kiwi Kommunal Landspensjonskasse L´Oréal Lantmännen Lefdal Lerøy Lindex LOS Lyse Mango Mars Match Maxbo Mazda McDonald´s Meny Mercedes-‐Benz Mills Mitsubishi Møllerens Mondelèz Narvesen Nestlé Netcom Nille Nissan Nordea
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