With a brand value of CHF 19.2 billion, the Nestlé food brand remains the most valuable brand in Switzerland. The banking brand UBS (CHF 8.7 billion) and the pharmaceutical brand Roche (CHF 8.3 billion) follow far behind in second and third place, according to the latest report "Brand Finance Switzerland 50 2022," which has just been published and evaluates the top 50 brands in Switzerland. For the first time, Switzerland's strongest brand is Swisscom with 88.8 out of a possible 100 points. Last year's winner Roche slips to third place. The chocolate brand Lindt gains almost six points in brand strength and lands in second place. The Brand Finance report is produced by the world's leading independent consultancy for brand evaluation and brand analysis, headquartered in London. In its "Brand Finance Switzerland 50" report, it identifies the most valuable Swiss brands worldwide every year. Two key figures in particular are decisive for this: brand strength and brand value. Brand strength makes a non-financial or non-monetary statement about the significance of the brand to important stakeholders and its effectiveness in a specific competitive context. Brand value, on the other hand, makes an economic statement about the monetary value of a brand, also taking into account strategic business objectives and stock market reports.
Switzerland's most valuable brands: Nestlé, UBS and Roche
Nestlé has performed well and remains by far the most valuable brand in Switzerland. The food brand has increased its brand value by eight percent compared to the previous year. At 19.2 billion Swiss francs, its brand value is more than twice as much as that of its pursuer, the banking brand UBS, at 8.7 billion Swiss francs. Roche also increased its brand value, namely by 18 percent, climbing from fifth to third place and knocking Rolex off the podium. The luxury watch brand landed in fourth place.
In addition to the Nestlé corporate brand, three of its strong product brands also feature in the top 50 ranking: Nescafé in 7th place, Maggi in 32nd place and Nespresso in 44th place. "Nestlé S.A. displays a remarkable brand value record," emphasizes Ulf-Brün Drechsel, Country and Client Service Director DACH at Brand Finance Germany, based in Hamburg. "With its leading corporate brand and the product brands also placed in the ranking, Nestlé generates the majority of the total brand value volume of the top 50 Swiss brands.
IWC grows fastest in brand value
The luxury watch brand IWC has grown the fastest in value, by 88 percent. This puts IWC as a newcomer in the brand value ranking directly in 46th place. Another newcomer brand is the private hospital group Hirslanden with 75 percent growth in 49th place. Logitech is up more than 60 percent and is thus also among the top 3 fastest-growing brands in brand value.
Swisscom is strongest brand
The telecommunications and IT company Swisscom is the strongest brand in Switzerland, knocking last year's winner Rolex off its throne. The luxury watch brand came third in the Brand Strength Index (BSI). Also on the podium is chocolate brand Lindt, which has gained 5.8 points in brand strength, moving up from fifth to second place. The food brands Nestlé, Nescafé and Maggi are also among the top ten strongest brands.
The fastest-growing brand in the BSI score is the private investment bank Pictet. It gained 19.5 points in brand strength, landing it in 24th place. Also strong in BSI growth are computer accessories manufacturer Logitech (up 17.4 points) and chemical and pharmaceutical company Lonza (up 16.2 points), putting them in the top ten strongest Swiss brands. Lonza gained 20 places and occupies fifth place in the brand strength ranking; Logitech climbed an incredible 32 ranks to eighth place.
Food is the largest sector
At just under 26.8 billion Swiss francs, food, including soft drinks, accounts for the largest share of the total value volume, namely over 18 percent. The apparel, insurance and banking sectors follow with just under 13 percent each. "Compared to other countries, Switzerland has a fairly balanced reputation profile, as the pharmaceutical and engineering sectors also hold on with nine percent value share each," explains Drechsel.
Brand Finance is the world's leading independent consultancy for brand valuation and brand analysis. In 1996, Brand Finance was founded with the goal of bridging the gap between marketing and finance. For more than 20 years, Brand Finance has helped companies and organizations of all types connect their brands to their bottom line. Every year, Brand Finance puts 5,000 of the world's biggest brands to the test, evaluates brands from almost every industry and country, and publishes around 100 rankings, reports and studies each year, including the Global Soft Power Index and Global Brand Guardianship Index.