Migros is now the strongest brand in Switzerland - Google falls off the podium
Internationale Marken haben in den Top 20 der stärksten Consumer Brands der Schweiz zugenommen. Dominiert wird das Spitzenfeld aber nach wie vor von Marken mit Schweizer Ursprung. Dies sind einige Ergebnisse der diesjährigen Markenstudie BrandAssetTM Valuator (BAV) von Y&R Wunderman.
Google, still in the top position in the 2017 survey, leaves the podium of the strongest consumer brands in 2019. The top position in first place is now occupied by Migros. Lego follows in second place and WhatsApp completes the podium of the strongest consumer brands in 2019 in third place.
Top 20: Strongest Consumer Brands in Switzerland
The top 20 consumer brands in Switzerland in 2019 are a mix of established, original Swiss brands and international brands, the majority of which come from the digital sector. The core of this set is relatively stable: more than half of the top 20 consumer brands have remained in this exclusive club of absolute power brands since 2015.
Large differences between age groups
If we look at the Top 10 Consumer Brands 2019 by age group, we see a clear differentiation, especially when generations are skipped. While half of the top 10 consumer brands among digital natives come from the digital sector, the top 10 set of silver surfers are mainly established, original Swiss brands. The digital natives, digital immigrants and silver surfers have in common the perception of Migros, Lego and Google as very strong brands.
Change of position among the ten strongest Swiss consumer brands
Compared to the 2017 survey, the top position among the top 10 Swiss consumer brands remains unchanged: Migros is in first place. Caran D'Ache and Coop are no longer among the top 10 Swiss consumer brands. Ricola (6th) and Zweifel (9th) are now among the strongest Swiss consumer brands. The remaining seven brands on this list remain, but have changed their places.
About the BrandAssetTM Valuator (BAV)
The BrandAssetTM Valuator has been the world's largest brand study since 1995. In Switzerland, the study is conducted every two years by Y&R Wunderman. The BrandAssetTM Valuator was fundamentally revised in 2015 and conducted again in 2019 as a commissioned study. Around 3,900 people between the ages of 14 and 74 were surveyed about their personal brand perception (digital natives: 14-29 years, digital immigrants: 30-54 years, silver surfers: 55-74 years). The survey was conducted by the LINK Institute, the Swiss market leader in survey research, and is representative of German- and French-speaking Switzerland according to the official structural data for Switzerland.
The present rankings are based on the results of brand strength, which is made up of the four pillars of differentiation, relevance, appreciation and familiarity. In addition, the results of the study provide information on image, consideration and use of the brands studied.
Y&R Wunderman is one of the leading communications agencies in Switzerland and is based in Zurich.
Responsible at Y&R Wunderman: Yvan Piccinno (overall responsibility, Managing Director), Philip Zsifkovits (Strategic Planner), Franca Boeglin (Strategic Planner), Pirmin Wyss (Strategic Planner).
