The Swiss trust these brands the most

Once established, trust in a brand cannot be destroyed so quickly, as the VW brand shows.The media and marketing company Reader's Digest conducted the representative survey of Swiss consumers for the 16th time. Whether Raiffeisen for banks, Die Mobiliar for insurance companies, Ricola for sweets, Bico for mattresses or Coop for petrol stations - the trust once established remains. Nivea, which has been the most popular brand in the "Cosmetics" category for years, was also able to defend its title as Most Trusted Brand.

A traditional brand copes with a scandalIn the "Automobiles" category, VW has once again replaced last year's winner Toyota at the top. Despite last year's emissions scandal, the Swiss remain loyal to the traditional German company. It is clear that a strong brand is a long-term investment, and the domestic brand V-Zug defended its leading position in household and kitchen appliances. Even in a difficult economic situation - due to the strength of the Swiss franc - foreign brands are finding it difficult to gain the trust of Swiss consumers. "These results clearly show that it is worthwhile for a company to invest in the trust of its own customers in the long term," says Urs Anderegg, Business Manager of Reader's Digest Switzerland. "Entrepreneurs who plan sustainably can give their brand a decisive competitive advantage over the competition, especially in economically turbulent times."Differences between young and old?In addition to the already well-known winners, there are also new winners. Swedish clothing retailer H&M was able to beat Charles Vögele as the new Most Trusted Brand in the "Clothing" category. Although H&M primarily appeals to people aged between 18 and 39, the over-60s also feel close to the brand, and in other categories, too, there are no significant differences between younger and older participants in terms of perceived closeness to a brand, even though many people's trust in a brand grows as they get older.To the "Most Trusted Brands" study by Reader's Digest"Most Trusted Brands" is an independent study and has been measuring consumer brand trust annually since 2001. It is one of the most established and largest consumer studies, is a pioneer for other studies of this kind and is recognized as a brand monitor. The approach of asking the brand question unprompted, i.e. without any brand specification, remains unique. Consumers alone reveal which trusted brand is at the top of their list. The 1,800 people Reader's Digest surveyed in Switzerland this year named a total of 1931 different brands that they personally consider particularly trustworthy.