Migros is the strongest brand in Switzerland

Switzerland's most comprehensive brand study, Brand Asset Valuator, asks Swiss consumers about their perception of brands. The strongest brand in Switzerland in 2013 is Migros, followed by Toblerone and Google.

In addition to a contemporary understanding of brand communication, Migros' success goes hand in hand with a change in values among Swiss consumers toward more idealism. Status and materialism, on the other hand, are becoming less relevant, according to the survey. With the Club School, the Culture Percentage and nature parks, Migros assumes responsibility towards society and shows with the launch of Generation M that it also intends to do so in the future. Migros is thus bridging the gap between idealism and concrete action, and has been successful in doing so.


Within the top 20, brands of digital origin are shaking up the establishment; in addition to Google, Wikipedia and Microsoft Office are now also among the strongest brands in Switzerland. YouTube even makes it into the top 10 among the youngest consumers.


Overall, the top 20 continues to be dominated by traditional and quality Swiss brands such as Lindt, Rivella and Zweifel, which are represented by a total of 14 brands. With Swiss Post and SBB, two public-sector institutions are in the top 20 this year, the former again, the latter for the first time. Prominent drop-outs in 2013 include Nivea, Cailler and Ricola.


Changing values: The Swiss are becoming more idealistic
The Brand Asset Valuator not only evaluates brands, but also determines consumers' value attitudes. This results in seven psychographic consumer segments. According to the survey, reformers made significant gains this year. For them, the focus is on personal development and social awareness. Reformers prefer quality brands that stand for values and philosophies. Idealism is consequently gaining in importance.
This is also reflected in the study by the fact that statements such as "Money is the best measure of success" or "I admire people who can afford expensive cars and houses" lose significantly in agreement compared with 2011, while statements such as "I regularly pay more for environmentally friendly products" or "I avoid brands with low moral and ethical values" enjoy significantly higher agreement. The increase among reformers is at the expense of the materialistically oriented aspirers. Status is losing relevance in Switzerland.


This is shown by the results of the Brand Asset Valuators of Y&R Group Switzerland. Since 1995, 1,500 consumers have been surveyed at two-year intervals on their perception of more than 1'100 brands on brand dimensions.

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