More successful thanks to Swissness
Whether Swiss cross, Alpine landscape or Swiss quality, Swissness is an interesting marketing and communication strategy. The new study "Swissness Worldwide 2013" shows in which cases co-branding with Switzerland is worthwhile.
Almost every day, the media report on black money in Swiss banks, the tax dispute with the USA or with Germany. Against this background, it is hardly surprising that many Swiss believe that Switzerland's reputation has suffered in recent years. Wrongly so, as the current study "Swissness Worldwide - Image and International Added Value of the Swiss Brand" shows, which was conducted by the Institute for Marketing at the University of St. Gallen (HSG) and htp St. Gallen Managementberatung in collaboration with Jung von Matt/Limmat and the market research institute GfK Switzerland.
Switzerland enjoys a good reputation internationally. It is seen as a country with a lot of nature and a high quality of life, and is regarded as reliable and trustworthy. Contrary to the domestic view, Switzerland's image has even improved internationally in recent years, as a comparison of the current study with its predecessors shows. The Chinese, Indians and Brazilians in particular see Switzerland's image as significantly better today than they did in 2010, which is good news for Swiss companies that use their origins as a marketing tool and in their communications.
You can find the full article here as PDF.
