Migros continues to enjoy the best reputation
GfK Business Reflector 2015: Migros maintains top position and, as in the previous year, enjoys the best reputation among the 52 leading Swiss companies. The biggest climber is SBB.
The company has seen a strong improvement in its reputation and is now once again one of the ten most reputable Swiss companies.
A new feature this year was the survey of the brand experience of the respective companies, which in addition to reputation provides further information on the performance of the companies from a brand perspective. The cross-sector reputation index again rose slightly in 2015, with half of the 52 leading companies improving their reputation compared with the previous year. As in the previous year, Migros is at the top of the 52 companies surveyed. Migros scores decisively thanks to its lead over other companies in the "sustainability" dimension and the high emotional regard in which it is held by consumers.
Lindt & Sprüngli and Raiffeisenbank advance, watch companies lose out
Lindt & Sprüngli made the leap to second place, knocking Swatch off the top two spots for the first time. Coop, Geberit, Swisscom and Emmi maintained their status as top 10 companies in the ranking. Rolex and Richemont are no longer among the ten companies with the strongest reputations. New in the top 10 are Swiss International Airlines and Swiss Federal Railways SBB. SBB achieved the biggest increase in reputation compared to the previous year and made up for the reputation losses of the last two years. It rose from 24th to 8th place. "SBB has succeeded in displacing the negative headlines of recent years with new innovations such as the Durchmesserlinie in Zurich and reversing the trend," according to Fög - Research Institute Public and Society. Swiss was able to improve its ranking by six ranks.
New survey: brand experience (brand perception)
In addition to reputation, the Business Reflector 2015 now also includes brand experience as a further key performance indicator. This measures the overall impression that consumers have of the respective companies, based on their most recent experiences with the brand. Here too, Migros and Lindt & Sprüngli lead the field and have the best brand experience (-> Figure 3). Coop follows in third place. A logical consequence of the strong focus' on the brand positioning of the companies mentioned.
About the study
The representative GfK Business Reflector survey has been an important seismograph in the Swiss corporate landscape for almost a decade. The aim of the study is to provide objective and precise reputation monitoring for commercial companies. Aspects such as image, awareness, quality, innovation, emotional components and sustainability are examined. The results are based on over 3'500 interviews conducted throughout Switzerland. The survey is conducted in collaboration with Fög - Research Institute Public and Society.
