The Benefits Of Branding Research

In August 2007, Univar, the world-leading distribution company, launched a new European brand identity for its food ingredients business. This followed market research carried out across Europe by B2B International Ltd.

John Phillpotts, President, Univar Europe said “We invested in market research at what we felt to be a crucial point in the development of our food ingredients business. The results have given us vital information which will underpin the future direction of the food division and bring further benefits to customers and partners alike. Our food ingredient business previously operated as Fiske and the decision to establish closer links with the parent company follows extensive market research which highlighted strong recognition of the Univar brand. The move is central to Univar’s corporate strategy to strengthen its position in the food, beverage and nutrition sectors.”

B2B International has special research programmes for exploring industrial brands. Through a series of tried and tested questions it is able to explore the core values of brands and the loyalty to brands. We invite readers to find out more about how market research can be used to build industrial brands by downloading a free book from our website –

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