{"id":36641,"date":"2025-03-05T07:30:31","date_gmt":"2025-03-05T06:30:31","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=231355"},"modified":"2025-03-05T07:34:09","modified_gmt":"2025-03-05T06:34:09","slug":"brandasset-valuator-2025-schweiz-gewoehnt-sich-an-die-polykrise","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-03-05\/brandasset-valuator-2025-schweiz-gewoehnt-sich-an-die-polykrise\/","title":{"rendered":"BrandAsset Valuator 2025 : la Suisse s'habitue \u00e0 la polycrise"},"content":{"rendered":"
\"\"<\/a>\r\n
(Graphiques : BrandAsset Valuator 2025)<\/figcaption>\r\n<\/figure>\r\n

Une tendance claire de l'OFT 2025 est l'\u00e9volution nettement positive des marques num\u00e9riques. L'ann\u00e9e derni\u00e8re, les \"marques de confort\" - des marques qui apportent aux consommateurs un sentiment de s\u00e9curit\u00e9 et d'assurance - ont progress\u00e9. Une r\u00e9action claire au stress \u00e9motionnel que la polycrise exerce sur nous. Cette ann\u00e9e, en revanche, les marques num\u00e9riques comme Twint, Apple ou Samsung font partie des gagnants - comme c'\u00e9tait d\u00e9j\u00e0 le cas avant la crise. Cela indique que les consommateurs suisses se sont habitu\u00e9s \u00e0 la polycrise et reviennent aux anciens sch\u00e9mas.<\/p>\r\n

Outre les marques num\u00e9riques, ce sont surtout celles qui incarnent plut\u00f4t une image de marque jeune et progressive qui gagnent. Il est possible que la Suisse envisage \u00e0 nouveau l'avenir avec un peu plus d'optimisme. Parall\u00e8lement, la marque de snacks Zweifel remporte un grand succ\u00e8s et grimpe de cinq rangs pour se hisser \u00e0 la deuxi\u00e8me place.<\/p>\r\n

L'Euro 2024, un facteur de r\u00e9ussite pour Coca-Cola et les CFF <\/strong><\/h3>\r\n

Coca-Cola et les CFF ont \u00e9galement la faveur des consommateurs et progressent nettement dans le classement. L'engagement de Coca-Cola en tant que sponsor de l'Uefa Euro 2024 et la grande fiabilit\u00e9 des CFF, notamment par rapport \u00e0 la Deutsche Bahn pendant le tournoi, ont probablement contribu\u00e9 \u00e0 ce succ\u00e8s. Les deux marques ont manifestement su tirer profit de l'ambiance positive autour de ce grand \u00e9v\u00e9nement footballistique. \"Comme le WEuro2025 se d\u00e9roulera cette ann\u00e9e chez nous en Suisse, les marques locales auront \u00e0 nouveau de grandes chances de se d\u00e9marquer positivement\", a d\u00e9clar\u00e9wen Morath, CEO d'Ingo.<\/p>\r\n

Swissness et \"Love Brands\" (marques d'amour) <\/strong><\/h3>\r\n

Les marques suisses continuent de dominer la liste des \"Love Brands\", ce qui souligne le fort lien \u00e9motionnel des consommateurs suisses avec les produits locaux. Outre les marques mondiales WhatsApp et Google, on y trouve surtout des ic\u00f4nes locales comme Twint, Rega et Migros. 31 des 50 premi\u00e8res \"love brands\" sont des marques locales, et ce chiffre est encore plus \u00e9lev\u00e9 chez les consommateurs de plus de 50 ans. Cette forte pr\u00e9sence du Swissness montre que la tradition et la confiance sont des crit\u00e8res d'achat importants, m\u00eame en temps de crise.<\/p>\r\n

En outre, il semble qu'en Suisse, l'amour passe par l'estomac : au total, 22 des 50 premiers proviennent du domaine \"Food\". Zweifel, Le Gruy\u00e8re et Lindt arrivent sur le podium dans cette cat\u00e9gorie.<\/p>\r\n

\"\"<\/a><\/p>\r\n

La g\u00e9n\u00e9ration Z aime Twint, Nike - et la poste <\/strong><\/h3>\r\n

En revanche, chez les moins de 30 ans, Twint et Nike sont en t\u00eate du classement des \"love brands\". Ce qui est surprenant ici, c'est le succ\u00e8s de la Poste, qui s'est nettement am\u00e9lior\u00e9e aupr\u00e8s de la Gen Z et se retrouve \u00e0 la 10e place. Le succ\u00e8s de la Poste dans ce segment est probablement li\u00e9 \u00e0 l'\u00e9volution des habitudes d'achat dans ce segment. Une autre \u00e9tude d'Ingo, le Media Use Index, montre que la Gen Z commande globalement bien plus souvent en ligne qu'il y a quelques ann\u00e9es, mais avec des paniers d'achat plus petits - \u00e0 cause de fournisseurs comme Temu et Shein. Il est donc probable que le petit sentiment de bonheur ressenti \u00e0 la r\u00e9ception de la marchandise se transmette \u00e9galement au livreur, c'est-\u00e0-dire en r\u00e8gle g\u00e9n\u00e9rale \u00e0 La Poste.<\/p>\r\n

Les marques \u00e0 \"impact cr\u00e9atif\" d\u00e9terminent le discours culturel <\/strong><\/h3>\r\n

\"Creative Imapct\" est une autre dimension relev\u00e9e par l'OFT. \"Creative Impact\" d\u00e9signe la capacit\u00e9 d'une marque \u00e0 influencer durablement le discours culturel - par l'innovation, l'inspiration ou simplement par sa publicit\u00e9. L'impact cr\u00e9atif d'une marque est un indicateur important de son succ\u00e8s futur et le BAV montre quels facteurs y contribuent le plus.<\/p>\r\n

L'\u00e9valuation actuelle montre que ce sont surtout les marques \"facilitatrices\" comme Lego, Apple, Samsung et Ikea qui disposent d'un \"Creative Impact\" \u00e9lev\u00e9. Ces marques sont non seulement particuli\u00e8rement inspirantes en termes de communication, mais elles permettent \u00e9galement aux consommateurs de devenir eux-m\u00eames cr\u00e9atifs. C'est pourquoi les hautes \u00e9coles qui encouragent le potentiel cr\u00e9atif de leurs \u00e9tudiants, comme l'ETH et la ZHAW, se retrouvent \u00e9galement en t\u00eate du classement.<\/p>\r\n

\"\"<\/a><\/p>\r\n

\r\n

Responsable chez Ogilvy : <\/strong>Matthias M\u00fcller (CSO), Martin Keller (CEO). Responsable chez Ingo Z\u00fcrich : <\/strong>Peter Petermann (directeur ex\u00e9cutif de la strat\u00e9gie), Swen Morath (PDG). Responsable chez Scholz & Friends Suisse : <\/strong>Elena Mokulys (directrice de la strat\u00e9gie), Mathias R\u00f6sch (PDG).<\/p>","protected":false},"excerpt":{"rendered":"

La polycrise persistante modifie la perception des marques en Suisse. Alors qu'en p\u00e9riode d'incertitude, ce sont surtout les \"comfort brands\" qui en ont profit\u00e9 jusqu'\u00e0 pr\u00e9sent, les marques num\u00e9riques et progressistes reviennent sur le devant de la sc\u00e8ne. C'est ce que montre le BrandAsset Valuator (BAV) 2025 des agences WPP Ogilvy, Ingo et Scholz & Friends Suisse.<\/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":"BrandAsset Valuator 2025","_yoast_wpseo_metadesc":"Der BAV 2025 zeigt: Digitale und progressive Marken gewinnen in der Schweiz an Bedeutung \u2013 Konsument:innen kehren zu alten Mustern zur\u00fcck.","articlekey":"","footnotes":""},"categories":[29],"tags":[3700,4506,4343,4172,4173,2664],"class_list":["post-36641","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-brand-asset-valuator","tag-ingo","tag-markom","tag-ogilvy","tag-scholz-friends","tag-wpp"],"acf":[],"yoast_head":"\nBrandAsset Valuator 2025: Schweiz gew\u00f6hnt sich an die Polykrise - Organisator<\/title>\n<meta name=\"description\" content=\"Der BAV 2025 zeigt: Digitale und progressive Marken gewinnen in der Schweiz an Bedeutung \u2013 Konsument:innen kehren zu alten Mustern zur\u00fcck.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2025-03-05\/brandasset-valuator-2025-schweiz-gewoehnt-sich-an-die-polykrise\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BrandAsset Valuator 2025: Schweiz gew\u00f6hnt sich an die Polykrise - 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