{"id":26290,"date":"2024-04-08T12:06:12","date_gmt":"2024-04-08T10:06:12","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=213264"},"modified":"2024-11-11T08:10:09","modified_gmt":"2024-11-11T07:10:09","slug":"brand-asset-valuator-das-sind-die-starken-marken-in-der-schweiz","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2024-04-08\/brand-asset-valuator-das-sind-die-starken-marken-in-der-schweiz\/","title":{"rendered":"Brand Asset Valuator: ecco i marchi forti in Svizzera"},"content":{"rendered":"<p><img class=\"alignnone wp-image-213265 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Valuator.jpg\" alt=\"Studio sul marchio BAV\" width=\"1200\" height=\"675\" \/>Quest'anno anche il mercato svizzero \u00e8 in piena evoluzione. Lo dimostra l'attuale numero di BrandAsset<img class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/2122.png\" alt=\"\u2122\" \/> Valuator (BAV) . Il pi\u00f9 grande studio sui marchi al mondo viene condotto ogni anno in Svizzera dalle agenzie WPP Wunderman Thompson, Ogilvy e Scholz &amp; Friends Zurich. Analizza la percezione che gli svizzeri hanno dei diversi marchi.<\/p>\r\n<p>Google \u00e8 in cima alla lista dei marchi pi\u00f9 forti per la terza volta consecutiva, nonostante le ondate di licenziamenti e le discussioni sulla protezione dei dati. Tuttavia, dietro di lui c'\u00e8 molto da fare: diversi marchi alimentari sono riusciti a salire fortemente in classifica: Ricola (+17 posizioni), Zweifel (+12 posizioni) e Lindt (+4). Anche Nespresso sale di 21 posizioni e le icone del formaggio Appenzeller e Le Gruy\u00e8re rispettivamente di +67 e +14 posizioni. \u00c8 possibile che la crescente tendenza a rifugiarsi in tempi di crisi stia aiutando i \"marchi di conforto\" del settore alimentare in particolare a raggiungere il successo.<\/p>\r\n<p>Anche il marchio di giocattoli Lego sta registrando forti guadagni (+11), cos\u00ec come K\u00e4rcher, Mastercard e Dyson, che sono nuovi nella top 20. Si tratta di marchi che vengono sempre pi\u00f9 utilizzati a casa o per fare acquisti online da casa. I marchi digitali come Microsoft (-5), Apple<br \/>\r\n(-10) e Samsung (-19), che erano tra i vincitori dell'anno precedente, stanno chiaramente scivolando quest'anno. Il motivo non \u00e8 chiaro.<\/p>\r\n<h3>Pubblicato per la prima volta: I marchi di cui si fida la Svizzera<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-213266\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Valuator2.jpg\" alt=\"\" width=\"1200\" height=\"675\" \/><\/p>\r\n<p>La forza di un marchio nel BAV \u00e8 determinata da due dimensioni: la vitalit\u00e0 del marchio e la statura del marchio. Mentre la vitalit\u00e0 del marchio indica principalmente il grado di differenziazione di un marchio sul mercato, la statura del marchio fornisce indicazioni sulla fiducia riposta in un marchio. \u00c8 noto che la fiducia riposta in un marchio pu\u00f2 contribuire in modo significativo al suo utilizzo preferito, soprattutto in tempi di crisi e di incertezza. Per questo motivo, nel 2024 pubblicheremo per la prima volta la classifica dei 10 marchi con la pi\u00f9 alta brand stature.<\/p>\r\n<p>I risultati di questo elenco confermano la mega-tendenza al cocooning. Rispetto alla classifica generale, \u00e8 ancora pi\u00f9 evidente che i marchi che rappresentano il benessere personale e il senso di appartenenza alla comunit\u00e0 sono particolarmente apprezzati. I marchi pi\u00f9 prestigiosi, soprattutto Zweifel, Ovomaltine e Lindt, sono i classici marchi \"feel-good\" che promettono un senso di sicurezza e soddisfazione. Tuttavia, anche l'origine di un marchio crea fiducia: nella valutazione attuale, vediamo che la \"Swissness\" sembra essere un fattore importante per la statura del marchio. Sette dei 10 marchi con la pi\u00f9 alta statura provengono dalla Svizzera.<\/p>\r\n<h3>I marchi svizzeri tornano a dominare la classifica dei \"Marchi pi\u00f9 amati<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-213267\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Valuator3.jpg\" alt=\"\" width=\"1200\" height=\"675\" \/><\/p>\r\n<p>I marchi locali dominano anche la classifica dei \"Marchi pi\u00f9 amati\" della Svizzera. Ad eccezione di WhatsApp, la top 10 \u00e8 composta esclusivamente da marchi locali, tra cui cinque marchi alimentari puri. Questo dato \u00e8 in linea con i risultati dell'anno precedente, quando anche i marchi svizzeri avevano ottenuto ottimi risultati. Lindt \u00e8 salito di cinque posizioni, assicurandosi il primo posto, seguito da Twint, Ragusa, Le Gruy\u00e8re e WhatsApp. Mentre l'anno scorso Migros aveva conquistato il primo posto, quest'anno il rivenditore \u00e8 sceso al sesto posto, seguito da Cumulus Card e Coop. Ovomaltine e Raclette Suisse completano la top 10 della classifica dell'amore. Ancora una volta, la strada per entrare nel cuore degli svizzeri passa per lo stomaco: ad eccezione di WhatApp, tutti i marchi rappresentati hanno a che fare con il cibo in senso lato.<\/p>\r\n<hr \/>\r\n<p><strong>Responsabile di Wunderman Thompson:<\/strong> Peter Petermann (Head of Strategy), Giselle Vaugne (Chief Operating Officer e Co-CEO, responsabilit\u00e0 generale), Swen Morath (Chief Creative Officer e Co-CEO, responsabilit\u00e0 generale). <strong>Responsabile presso Ogilvy:<\/strong> Matthias M\u00fcller (responsabile della strategia), Martin Keller (CEO).<strong> Responsabile presso Scholz &amp; Friends Zurigo:<\/strong> Susi Miller (direttore strategico), Mathias R\u00f6sch (CEO).<\/p>\r\n<hr \/>\r\n<p><em>Il BAV \u00e8 il pi\u00f9 grande e completo studio sui marchi a livello mondiale. Lo studio viene condotto in Svizzera dal 1995. Dal 2022, lo studio viene condotto in ondate annuali dalle agenzie WPP Wunderman Thompson, Ogilvy e Scholz &amp; Friends Zurich. Nell'ondata attuale, 9.600 svizzeri di et\u00e0 compresa tra i 18 e i 74 anni sono stati interrogati sulle loro preferenze in fatto di marchi. Il numero di marchi intervistati quest'anno \u00e8 di 600 e lo studio \u00e8 rappresentativo della popolazione Internet della Svizzera tedesca e francese secondo i dati strutturali ufficiali della Svizzera. Il periodo dell'indagine va dal 31.08 al 14.10.2023.<\/em><\/p>\r\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Il BAV \u00e8 l'indagine pi\u00f9 completa al mondo sulla forza e l'immagine del marchio e mostra quali sono i marchi pi\u00f9 presenti e rispettati in Svizzera. I marchi forti sono spesso immuni alle mode a breve termine. Tuttavia, le grandi tendenze non lasciano inalterato il mondo dei marchi.<\/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":"BAV Markenstudie","_yoast_wpseo_metadesc":"BAV 2024: Google bleibt top, Schweizer Foodmarken und Comfort-Brands gewinnen. Markenstatur und -vertrauen analysiert.","articlekey":"","footnotes":""},"categories":[29],"tags":[3700,2617,4172,4173,3673],"class_list":["post-26290","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-brand-asset-valuator","tag-marken","tag-ogilvy","tag-scholz-friends","tag-wunderman-thompson"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Asset Valuator: Das sind die starken Marken in der Schweiz - Organisator<\/title>\n<meta name=\"description\" content=\"BAV 2024: Google bleibt top, Schweizer Foodmarken und Comfort-Brands gewinnen. 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