{"id":25054,"date":"2024-02-15T12:57:03","date_gmt":"2024-02-15T11:57:03","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=210595"},"modified":"2024-11-11T16:47:04","modified_gmt":"2024-11-11T15:47:04","slug":"brand-indicator-switzerland-migros-ist-wieder-die-beliebteste-marke","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-02-15\/brand-indicator-switzerland-migros-ist-wieder-die-beliebteste-marke\/","title":{"rendered":"Brand Indicator Switzerland : Migros est \u00e0 nouveau la marque la plus appr\u00e9ci\u00e9e"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-210596 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/02\/BIS-2024.jpg\" alt=\"Transformation du groupe Migros\" width=\"1200\" height=\"901\" \/><\/p>\r\n<p>Migros a surtout progress\u00e9 aupr\u00e8s des jeunes en Suisse romande, peut-on lire dans le communiqu\u00e9 de l'\u00e9tude publi\u00e9e jeudi. L'enqu\u00eate a toutefois \u00e9t\u00e9 r\u00e9alis\u00e9e avant la d\u00e9cision de la direction de Migros de restructurer le groupe. Migros pr\u00e9voit entre autres de vendre ses filiales Hotelplan ou SportX et de supprimer environ 1500 emplois.<\/p>\r\n<h3><strong>Les marques de commerce de d\u00e9tail, de biens de consommation et les marques mondiales dominent<\/strong><\/h3>\r\n<p>Le \"Brand Indicator Switzerland\" (BIS), \u00e9tabli sous la direction du publicitaire zurichois Frank Bodin et en collaboration avec Deeptrue, Furrerhugi et Converto, reste marqu\u00e9 par les marques du commerce de d\u00e9tail et du secteur des biens de consommation ainsi que par les marques num\u00e9riques mondiales. Le label Migros \"De la r\u00e9gion, pour la r\u00e9gion\", recens\u00e9 pour la premi\u00e8re fois, a imm\u00e9diatement conquis la sixi\u00e8me place. Le Gruy\u00e8re et Lindt occupent les 8e et 9e places.<\/p>\r\n<p>Pendant ce temps, la marque du groupe Coop a recul\u00e9 \u00e0 la septi\u00e8me place, mais Coop reste bien repr\u00e9sent\u00e9e dans le top dix avec Coop.ch et Coop Supercard (10). La tendance \u00e0 la hausse de Coop.ch est spectaculaire, selon le communiqu\u00e9. En 2022, la marque \u00e9tait class\u00e9e 118e sous le nom de Coop@home, 18e en 2023 et d\u00e9sormais 4e. En revanche, Migros.ch n'est que 100e.<\/p>\r\n<figure id=\"attachment_210598\" class=\"wp-caption aligncenter\" style=\"width: 1200px\" aria-describedby=\"caption-attachment-210598\"><img class=\"size-full wp-image-210598\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/02\/Bis-Top-100.jpg\" alt=\"\" width=\"1200\" height=\"644\" \/>\r\n<figcaption id=\"caption-attachment-210598\" class=\"wp-caption-text\">(Graphiques : Brand Indicator Switzerland)<\/figcaption>\r\n<\/figure>\r\n<p><img class=\"aligncenter size-full wp-image-210597\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/02\/Top-100-16-29-Jaehrige.jpg\" alt=\"\" width=\"1141\" height=\"648\" \/><\/p>\r\n<h3>Les promus et les rel\u00e9gu\u00e9s<\/h3>\r\n<p>Les plus grandes progressions dans le top 100 des marques sont entre autres<\/p>\r\n<ul>\r\n\t<li>Lindt (de la 17e \u00e0 la 9e place)<\/li>\r\n\t<li>PayPal (de la 122e place \u00e0 la 16e)<\/li>\r\n\t<li>Viande suisse (de la 53e \u00e0 la 31e place)<\/li>\r\n\t<li>Swiss Milk (de la 80e \u00e0 la 37e place)<\/li>\r\n\t<li>K\u00e4gi (de la 60e \u00e0 la 39e place)<\/li>\r\n\t<li>Swiss (de la 65e \u00e0 la 40e place)<\/li>\r\n\t<li>Digitec.ch (de la 81e \u00e0 la 54e place)<\/li>\r\n\t<li>Samsung Galaxy (de la 103e place \u00e0 la 55e)<\/li>\r\n\t<li>Raiffeisen (de la 114e place \u00e0 la 61e)<\/li>\r\n\t<li>Nike (de la place 108 \u00e0 la place 73)<\/li>\r\n\t<li>Canon (de la 116e place \u00e0 la 93e)<\/li>\r\n\t<li>Maggi (de la 133e place \u00e0 la 97e)<\/li>\r\n<\/ul>\r\n<p>Chez les 16-29 ans, la liste des plus grands promus et des plus grands rel\u00e9gu\u00e9s se pr\u00e9sente comme suit :<\/p>\r\n<p><img class=\"aligncenter size-full wp-image-210599\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/02\/Auf-Absteiger-Junge.jpg\" alt=\"\" width=\"833\" height=\"383\" \/><\/p>\r\n<p>L'\u00e9tude BSI se base sur un sondage en ligne repr\u00e9sentatif selon la r\u00e9gion linguistique, l'\u00e2ge et le sexe aupr\u00e8s de 2631 personnes \u00e2g\u00e9es de 16 \u00e0 65 ans. L'enqu\u00eate a \u00e9t\u00e9 men\u00e9e du 21 au 30 novembre 2023. <em>(SDA\/swi)<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Migros a repris la premi\u00e8re place du classement \"Brand Indicator Switzerland\" en tant que marque la plus appr\u00e9ci\u00e9e et la plus forte. L'ann\u00e9e pr\u00e9c\u00e9dente, le g\u00e9ant du commerce de d\u00e9tail avait encore \u00e9t\u00e9 \u00e9vinc\u00e9 par WhatsApp. Le service de messagerie occupe d\u00e9sormais la deuxi\u00e8me place, suivi de Google, Coop.ch et de l'application de paiement Twint.<\/p>","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":"Migros Konzernumbau","_yoast_wpseo_metadesc":"Migros plant Konzernumbau und Stellenabbau. Neue Entwicklungen und Markenst\u00e4rke im Detailhandel.","articlekey":"","footnotes":""},"categories":[29],"tags":[3602,3927,4095,3538,2617,1708],"class_list":["post-25054","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-brand-indicator-switzerland","tag-converto","tag-frank-bodin","tag-furrerhugi","tag-marken","tag-migros"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Indicator Switzerland: Migros ist wieder die beliebteste Marke - Organisator<\/title>\n<meta name=\"description\" content=\"Migros plant Konzernumbau und Stellenabbau. 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