Balance sheet rating 2009: Nescafé again the most valuable Swiss brand in 2009
Nescafé is still number one, UBS remains in second place despite losses, and CS has moved up to fourth place. In the 2009 ranking by the business magazine Bilanz, UBS managed to hold its ground, even though the brand’s value plummeted by 39.3 percent compared to 2007, to 7.6 billion Swiss francs.
The most valuable Swiss brand in the 2009 ranking of the business magazine Bilanz is once again Nescafé, with an increase of 5.8 percent to 16.303 billion Swiss francs. It is well ahead of the number two, UBS, whose brand value has shrunk by 39.3 percent to CHF 7.6 billion compared to 2007. The big bank has managed to hold on to second place, as the preliminary print of the Interbrand ranking published on Friday reveals. However, the damage to investment banking is affecting the credibility of the bank as a whole. In the long term, the UBS brand will have to reinvent itself. CS, on the other hand, has grown strongly in a two-year comparison, namely by 68.8 percent to 6.816 billion francs. It has paid off for CS to focus on a single brand. It occupies fourth position in the ranking.
In third place is the food group Nestlé with a value of CHF 6.973 billion. As two years ago, the top ten also includes Zurich (ZFS), Rolex, Swisscom and Omega. Davidoff and the chocolate manufacturer Lindt are new to the top ranks. In addition to UBS, Adecco (-18.3 percent), Logitech (-6.5 percent) and Swiss Life (-4.9 percent) also lost value. ABB, Swiss Re and Ciba were no longer valued because they hardly do any end-customer business. Novartis and Roche are also no longer included. The reason is that they advertise more with product names than with the company brand.
As in 2007, the most valuable brand worldwide is Coca Cola. Its value amounted to 66.7 billion dollars (+2 percent). It is followed by IBM and Microsoft, which also increased in value. None of the Swiss brands made it into the world's top 20.
In third place is the food group Nestlé with a value of CHF 6.973 billion. As two years ago, the top ten also includes Zurich (ZFS), Rolex, Swisscom and Omega. Davidoff and the chocolate manufacturer Lindt are new to the top ranks. In addition to UBS, Adecco (-18.3 percent), Logitech (-6.5 percent) and Swiss Life (-4.9 percent) also lost value. ABB, Swiss Re and Ciba were no longer valued because they hardly do any end-customer business. Novartis and Roche are also no longer included. The reason is that they advertise more with product names than with the company brand.
As in 2007, the most valuable brand worldwide is Coca Cola. Its value amounted to 66.7 billion dollars (+2 percent). It is followed by IBM and Microsoft, which also increased in value. None of the Swiss brands made it into the world's top 20.
