The most dynamic brands of the Swiss
BRAND The brand forecasting tool Havas Brand Predictor from Havas Worldwide Switzerland publishes the new list on the future development of the Swiss brand landscape. WhatsApp displaces M-Budget in the ranking of the most dynamic brands in Switzerland.For the fifth time, Havas Worldwide Switzerland and the market research institute management tools have surveyed the most dynamic and trustworthy brands in Switzerland. The population-representative study comprises over 450 brands and 3,619 respondents from German-speaking and French-speaking Switzerland. The integration of over 800 opinion leaders, the so-called ProSumers, also allows brand trends to be identified at an early stage. ProSumers are characterized by their distinctive consumer habits as well as their media usage and brand preferences. They have an above-average interest in new products, are digitally active and, most importantly, as influential opinion leaders, ProSumers are up to two years ahead of their time - if you compare their assessment with the mainstream, precise forecasts can be made in combination with the data from previous years.Brand forecasts prevailA look at the ranking of the most dynamic brands in 2016 (Figure 1) confirms the trends from previous survey years. After Zalando in 2014, WhatsApp is once again a digital brand in first place. With YouTube, Google, Zalando and now also Instagram and LeShop.ch, there are more and more digital brands in the top 20 (Figure 2). But digital is not the only trend. In recent years, the growth of discounters Aldi Suisse and Lidl has also become apparent. According to the forecast, both brands were able to make further gains and, at number 2 (Aldi Suisse) and number 5 (Lidl), are among the frontrunners in the top rankings. Two important counter-trends to discount retail were already noticeable last year. Firstly, the high entry of the brand Aus der Region. Für die Region. and Suisse Garantie brands underlines the relevance of regional products among major distributors, while many organic brands and sustainability labels such as Migros Bio, Coop Naturaplan, BioSuisse and Fairtrade Max Havelaar continue to be very popular with consumers.Figure 1
The young people see it differentlyA look at the most dynamic brands among young people (Figure 4) shows that they like to communicate quickly and briefly. WhatsApp is the most popular brand, followed by YouTube, Google and Instagram. Snapchat is only slightly less dynamic in 7th place, while the social media pioneers Facebook and Twitter are not at the forefront. The decline of these media was already apparent in previous surveys. Although Facebook remains stable among older people, the figures for young people are negative for the first time. The strong rise of the Netflix brand also remains exciting. Highly dynamic among young people, Netflix also occupies 24th place in the dynamic ranking of all respondents. This should make Swiss Radio and Television (SRF) in particular nervous, as it is one of the top declining brands this year.The most dynamic brands among young people <25
More information: www.brandpredictor.ch
