BrandAsset Valuator 2025: Switzerland is getting used to the coronavirus crisis
The ongoing coronavirus crisis is changing the perception of brands in Switzerland. While "comfort brands" have benefited the most in uncertain times, digital and progressive brands are now coming back into focus. This is shown by the BrandAsset Valuator (BAV) 2025 from the WPP agencies Ogilvy, Ingo and Scholz & Friends Switzerland.
A clear trend in BAV 2025 is the clearly positive development of digital brands. Last year, "comfort brands" made gains - brands that convey a sense of security and safety to consumers. A clear reaction to the emotional stress that the coronavirus crisis is causing us. This year, on the other hand, digital brands such as Twint, Apple and Samsung are among the winners - as they were before the crisis. This suggests that Swiss consumers have become accustomed to the coronavirus crisis and are returning to old patterns.
In addition to digital brands, the main winners are those that embody a young, progressive brand image. Switzerland may be looking to the future with a little more optimism again. At the same time, the snack brand Zweifel is celebrating great success, climbing five places to second place. The focus on the "healthier" product varieties Vaya and Joy Snacks is clearly going down well with consumers and shows that health is also playing an increasingly important role in the snack sector.
Euro 2024 as a success factor for Coca-Cola and SBB
Coca-Cola and SBB are also rising in consumers' favor and have made significant gains in the rankings. Coca-Cola's sponsorship commitment to Uefa Euro 2024 and the high reliability of SBB, particularly in comparison to Deutsche Bahn during the tournament, are likely to have contributed to this success. Both brands were evidently able to capitalize on the positive mood surrounding the major football event. "As WEuro2025 is taking place here in Switzerland this year, there are once again great opportunities for local brands to stand out positively," says Ingo CEO Swen Morath.
Swissness and "Love Brands"
Swiss brands continue to dominate the list of "Love Brands", which underlines the strong emotional attachment of Swiss consumers to local products. In addition to the global brands WhatsApp and Google, the list includes local icons such as Twint, Rega and Migros. 31 of the top 50 "Love Brands" are domestic brands, with even more over-50-year-old consumers. This strong presence of Swissness shows that tradition and trust are important purchasing criteria even in times of crisis.
What's more, it seems that in Switzerland, the way to the heart is through the stomach: a total of 22 of the top 50 come from the "Food" category. Zweifel, Le Gruyère and Lindt landed on the podium in this category.
Gen Z loves Twint, Nike - and the post office
Among the under-30s, on the other hand, Twint and Nike lead the "Love Brands" ranking. What is surprising here is the success of Swiss Post, which has improved significantly among Gen Z and is in 10th place. Swiss Post's success in this segment probably has to do with the change in shopping habits in this segment. Another study by Ingo, the Media Use Index, shows that Gen Z as a whole orders online much more frequently than a few years ago, but with smaller shopping baskets - due to providers such as Temu and Shein. Presumably, the small feeling of happiness when receiving the goods is also transferred to the deliverer, which is usually Die Post.
Brands with "creative impact" determine the cultural discourse
"Creative impact" is another dimension that is surveyed in the BAV. "Creative impact" refers to a brand's ability to have a lasting influence on cultural discourse - through innovation, inspiration or simply through its advertising. The creative impact of a brand is an important indicator of its future success and the BAV shows which factors have the greatest influence on this.
The current evaluation shows that "enabler" brands such as Lego, Apple, Samsung and Ikea in particular have a high "creative impact". These brands are not only particularly inspiring in terms of communication, but also enable consumers to become creative themselves. This is why universities that promote the creative potential of their students, such as ETH and ZHAW, are also at the top of the rankings.
Responsible at Ogilvy: Matthias Müller (CSO), Martin Keller (CEO). Responsible at Ingo Zürich: Peter Petermann (Executive Strategy Director), Swen Morath (CEO). Responsible at Scholz & Friends Switzerland: Elena Mokulys (Strategy Director), Mathias Rösch (CEO).
