In this time of economic uncertainty and rapidly evolving technology, classic favorites and brands offering quality craftsmanship, targeted services and proven performance won out. Interbrand Zürich’s managing director Michel Gabriel noted that with consistent brand management, “Brands create value and they secure future revenues, as well as customer demand and customer loyalty.˝
With a brand value of 11'101 Million CHF, Nescafé continues to take the top spot on the list of the 50 best brands in Switzerland in the study Interbrand, in cooperation with Swiss business magazine BILANZ, has released. The top three is rounded out with pharmaceutical companies Roche and Novartis, with 7'313 million CHF and 6'825 million CHF respectively.
Sixteen of the on the top 50 list are watch brands. “The strong presence of watch brands is not really surprising,” explains Michel Gabriel. “Because brands like Rolex, Omega or IWC continuously create particular brand worlds for their products and thus offer their clients an effective and lasting emotional brand value.”
Also strongly represented is the financial services sector. Eight banks and three insurance companies made the list. Credit Suisse with 3'748 Million CHF ranks 7th and UBS with 3'481 Million CHF ranks 8th. Gabriel notes that despite “enormous value adjustments by the leading institutes the front placement of Credit Suisse and UBS can be explained first and foremost due to their clear brand strength.”
Kantonalbanken, thanks to direct customer focus, their solidity (being down-to-earth) and a deep-seated local presence, ranked it at 11. Julius Bär came in at 15 and Vontobel, proving its brand promise "Leistung schafft Vertrauen" (Trust through Performance), ranked 19th.
B2Bs were notably absent from the list this year. Companies that focused on public presence, reaching out to customers and building brand recognition succeeded. In creating a strong and lasting impression, brands such as Schindler, the leading provider of elevators and escalators, and SIKA, a specialty chemical company, were able to create strong brand identities and engage consumers. Michel Garbeil concluded, “Investment in your brand definitely pays off.”
For the full site (in German) please click here: Best Swiss Brands 2012