Migros is once again the winner of the GfK Business Reflector in 2018
Zum fünften Mal in Folge ist die Migros nicht von der Spitze zu verdrängen. Der GfK Business Reflector 2018 ermittelt den Genossenschafts-Bund als renommiertestes Unternehmen der Schweiz. Dahinter folgen Ricola und Lindt & Sprüngli auf dem Reputationspodest der 50 führenden Unternehmen.
Landi is a newcomer to the top 10 (9th place). In 2018, GfK is also publishing a ranking specifically for non-profit organizations (NPOs) for the first time. Rega leads this ranking, ahead of the Red Cross and the Paraplegic Foundation.
Migros remains top of the class when it comes to reputation and awareness of Swiss companies. Dr. Anja Reimer of GfK Switzerland is impressed: "Our survey this year showed that the Swiss population identifies most strongly with Migros. The cooperative's ecological, social and societal commitment is also decisive for its top ranking."
Together with the Research Institute for Public and Society (fög) of the University of Zurich, GfK Business Reflector measures the reputation of the 50 leading Swiss companies and the 15 leading non-profit organizations (NPOs) every year with a representative survey. For the 2018 ranking, more than 3,500 people throughout Switzerland were surveyed. The survey focused on factors such as image, quality, sustainability, uniqueness, identification with the company and sympathy for the company.
"Our survey this year showed that the Swiss population identifies most strongly with Migros. The cooperative's ecological, social and societal commitment is also crucial to its top ranking," says Anja Reimer of GfK Switzerland, commenting on the results.
Cornelia Diethelm, Head of Sustainability & Issue Management at the Federation of Migros Cooperatives, says of the award: "We are delighted that the Swiss population notices and appreciates our daily commitment to sustainability. Of course, we will do everything we can to ensure that our Migros owners continue to enjoy their business."
Consumer goods manufacturers dominate the top 10
With Ricola, Lindt & Sprüngli and Zweifel, three consumer goods manufacturers follow in second to fourth place. All three companies are rated very highly in terms of rational and emotional appreciation. In fifth place comes Coop, Switzerland's second major retailer. The other positions among the top 10 companies are occupied by Rivella, the Swatch Group, Geberit, Landi and Raiffeisenbank. Landi makes it into the top 10 for the first time.
Minor demographic differences in ranking
Basically, it can be said that the demographic differences in the ranking are small, both with regard to the language regions as well as the genders and age groups. Among women, Mobiliar ranks ahead of Raiffeisenbank, Landi and the Swatch Group, while among men the Swatch Group is ahead of Geberit, SBB and Rolex.
Rega clearly prevails in the NPO ranking
This year, fifteen Swiss non-profit organizations were included in the survey for the first time. These are the most well-known organizations among the Swiss population. Swiss Air-Rescue Rega is the clear leader, followed by the Swiss Red Cross and the Swiss Paraplegic Foundation. In 4th and 5th place are Swiss Mountain Aid and Spitex. Karin Hörhager, Head of Communications and Patrons (member of the Executive Management Board) at Rega, is delighted to comment on the award as the winner of the first NPO ranking: "The support and appreciation of the Swiss population makes all Rega employees very happy and encourages us to consistently continue along the path we have chosen - namely to put the well-being of patients first."
Details Company ranking: Top 10 strongest brand relationships
Migros is also ahead in terms of brand relationships. For the majority of Swiss, Migros is a close friend or family member. Coop follows in second place, also with a very high proportion of strong brand relationships. In third place is Swiss Post, also a permanent fixture in the everyday lives of the Swiss population, which manages to build close relationships. The consumer goods manufacturers Zweifel, Ricola, Lindt & Sprüngli and Rivella occupy ranks 4 to 7, followed by SBB, Denner and Landi.
Details Company ranking: Top 10 strongest brand experiences
Eight of the top 10 companies with the best reputation are also among those with the best brand experiences. In addition, Swiss International Airlines and Manor were also able to generate positive brand experiences.
Award ceremony and technical presentations
As part of the GfK Business Reflector 2018 information conference held at the Park Hyatt Hotel in Zurich on March 28, Migros was named "Winner 2018," Landi was named "Newcomer Top 10" and Rega was named "Winner NPO. Anja Reimer presented the study results to the media professionals and communications managers present. Speakers Karin Lange (Die Mobiliar), Tanja Mächler-Diethelm (WWF Switzerland) and Mark Eisenegger (University of Zurich) then presented background information on corporate social responsibility, companies and sustainability, and outrage communication in times of social media and the media crisis in expert presentations.
About the study
The GfK Business Reflector measures the reputation of the 50 leading Swiss companies and 15 leading NPOs on the basis of a population-representative survey, compares them and thus represents one of the most important cross-sector seismographs in the Swiss corporate and non-profit landscape every year. Together with the Research Institute for Public and Society (fög) of the University of Zurich, a scientifically based measurement tool was developed that provides Swiss branders, companies and NPOs with a representative reputation index. The results are based on over 3,500 interviews conducted throughout Switzerland from mid-January to mid-February. The aim of the study is an objective and precise reputation monitoring.
