{"id":12654,"date":"2022-04-25T16:23:19","date_gmt":"2022-04-25T14:23:19","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=169787"},"modified":"2022-07-30T15:20:01","modified_gmt":"2022-07-30T13:20:01","slug":"das-sind-die-schweizer-topmarken-2022","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-04-25\/das-sind-die-schweizer-topmarken-2022\/","title":{"rendered":"Voici les \"Top marques suisses 2022"},"content":{"rendered":"<figure id=\"attachment_169793\" class=\"wp-caption alignnone\" style=\"width: 768px\" aria-describedby=\"caption-attachment-169793\"><img class=\"alignnone wp-image-169793 size-large\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/04\/joshua-hoehne-rIUx_Q9_axw-unsplash-1024x768.jpg\" alt=\"Top marques\" width=\"768\" height=\"576\" \/><figcaption id=\"caption-attachment-169793\" class=\"wp-caption-text\">A quelles marques les Suisses* font-ils le plus confiance ? (Image : unsplash.com\/Joshua Hoehne)<\/figcaption><\/figure>\r\nLe premier coup d'\u0153il sur le tableau des marques les plus fiables montre d\u00e9j\u00e0 une image \u00e9tonnante. Dans pas moins de quatorze cat\u00e9gories de produits, ce sont les m\u00eames marques que l'ann\u00e9e pr\u00e9c\u00e9dente qui se retrouvent sur la plus haute marche du podium : Banque Raiffeisen (banques\/prestataires de services financiers), Coop Brico+Loisirs (magasins de bricolage et de loisirs cr\u00e9atifs), Ricola (bonbons), Nivea (gel douche et cosm\u00e9tiques), Miele (appareils m\u00e9nagers\/de cuisine), Amplifon (fabricant d'appareils auditifs), Emmi (produits laitiers), Voltaren (douleurs musculaires et articulaires), Similasan (rem\u00e8des naturels), Fielmann (marques d'optique\/lunettes), Qualipet (produits pour animaux\/alimentation animale), La Mobili\u00e8re (assurances), Burgerstein (produits vitamin\u00e9s).\r\n\r\nDans dix cat\u00e9gories de produits, l'ordre des trois meilleures marques est m\u00eame le m\u00eame que l'ann\u00e9e derni\u00e8re. \"Nous vivons actuellement une p\u00e9riode de crise comme jamais auparavant. Dans ce contexte, le mot-cl\u00e9 'confiance' prend une toute nouvelle signification. Dans ce contexte, les entreprises et les marques peuvent m\u00eame constituer des ancrages de confiance et montrer des perspectives. Cette constatation est enti\u00e8rement confirm\u00e9e par notre \u00e9tude\", explique Andreas Schr\u00f6der, directeur g\u00e9n\u00e9ral de Reader's Digest Allemagne, Autriche et Suisse.\r\n<h3>Les challengers ne \"d\u00e9passent\" que dans cinq cat\u00e9gories<\/h3>\r\nDes challengers n'arrivent en t\u00eate que dans cinq cat\u00e9gories, presque toujours au coude \u00e0 coude : VW d\u00e9passe Audi (automobiles), Vicks est encore plus populaire que Ricola (m\u00e9dicaments contre la toux et les refroidissements), CSS laisse Helsana derri\u00e8re elle (caisses maladie) et le Tessin obtient plus de voix que les Grisons (r\u00e9gions\/lieux de vacances suisses).\r\n\r\nUne grande surprise est apparue dans la cat\u00e9gorie des produits v\u00e9g\u00e9taliens et v\u00e9g\u00e9tariens. V-Love, une marque propre de Migros, arrive ici en t\u00eate. La marque, qui n'a \u00e9t\u00e9 lanc\u00e9e qu'au milieu de l'ann\u00e9e 2020, a r\u00e9ussi \u00e0 se hisser en tr\u00e8s peu de temps en t\u00eate de la cat\u00e9gorie. Reader's Digest vient de r\u00e9aliser une enqu\u00eate sur la confiance des consommatrices et des consommateurs dans le secteur du chocolat : C'est la marque traditionnelle Lindt &amp; Spr\u00fcngli qui s'est impos\u00e9e, et de loin.\r\n<h3><strong>Le paysage de marques le plus color\u00e9<\/strong><\/h3>\r\nLe nombre de marques cit\u00e9es dans les diff\u00e9rents secteurs est r\u00e9v\u00e9lateur. La cat\u00e9gorie des produits vitamin\u00e9s est la plus diversifi\u00e9e : Les personnes interrog\u00e9es ont cit\u00e9 255 marques. En deuxi\u00e8me position, on trouve la cat\u00e9gorie des produits de sant\u00e9 naturels\/hom\u00e9opathiques avec 226 marques diff\u00e9rentes. Elle est suivie de pr\u00e8s par les cosm\u00e9tiques (225 marques). En ce qui concerne les troubles musculaires et articulaires, 206 marques ont \u00e9t\u00e9 \u00e9num\u00e9r\u00e9es.\r\n\r\nC'est dans le domaine de l'automobile que la diversit\u00e9 des marques est la plus faible (62 mentions diff\u00e9rentes) : Les exigences impos\u00e9es aux produits \u00e0 succ\u00e8s sont si \u00e9lev\u00e9es que seules quelques marques s'imposent dans le monde. Les cartes sont \u00e9galement largement distribu\u00e9es dans le domaine des assurances (64 marques cit\u00e9es) et des caisses maladie (67 marques).\r\n\r\n<hr \/>\r\n\r\n<strong><em>\u00c0 propos de l'\u00e9tude :\u00a0<\/em><\/strong><em>L'\u00e9tude de march\u00e9 ind\u00e9pendante \"Trusted Brand\" est r\u00e9alis\u00e9e par Reader's Digest depuis 2001 et compte parmi les \u00e9tudes de consommateurs les plus importantes et les mieux \u00e9tablies en Europe. En collaboration avec l'institut Dialego d'Aix-la-Chapelle, Reader's Digest a interrog\u00e9 2300 consommateurs en Suisse.<\/em>","protected":false},"excerpt":{"rendered":"<p>Bereits der erste Blick auf die Tabelle der vertrauensw\u00fcrdigsten Marken zeigt ein erstaun\u00adliches Bild. In nicht weniger als vierzehn Produktkategorien stehen dieselben Brands zuoberst auf dem Podest wie im Vorjahr: Raiffeisen Bank (Banken\/Finanzdienstleister), Coop Bau+Hobby (Bau- und Hobbym\u00e4rkte), Ricola (Bonbons), Nivea (Duschgel sowie Kosmetik), Miele (Haushalts-\/K\u00fcchenger\u00e4te), Amplifon (H\u00f6rger\u00e4tehersteller), Emmi (Milchprodukte), Voltaren (Muskel- und Gelenkbeschwerden), Similasan [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Topmarken","_yoast_wpseo_metadesc":"In der Marktforschungsstudie \u00abTrusted Brand 2022\u00bb hat Reader's Digest untersucht, welche Marken die glaubw\u00fcrdigsten Botschaften vermitteln und wo die Konkurrenz am vielf\u00e4ltigsten ist.","articlekey":"","footnotes":""},"categories":[29],"tags":[2821,2822,2075,3176],"class_list":["post-12654","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-brand-trust","tag-readers-digest","tag-schweizer","tag-topmarken"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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