The type of leadership and social commitment increasingly determine the reputation of a brand
The trend in the reputation of brands and companies is clear: leadership culture and social commitment are having an ever greater influence on reputation, while the importance of products and services for reputation is stagnating at the same level. The "Brand Reputation Study" shows what characterizes strong brands.
Farner and The RepTrak Company focus on the significant development of brand reputation in their annual "Brand Reputation Study". The study measures the reputation of over 150 of the largest and most important companies in Switzerland (Werbewoche.ch reported). A brand's reputation has a measurable influence on the behavior of consumers, employees, investors and the general public - whether they recommend a brand, buy its products or want to work for the company. Reputation is therefore demonstrably linked to the market success of brands and companies.
Leadership behavior and contribution to society determine brand reputation
The results of the BRS confirm the trend that brands are increasingly distinguishing themselves through their "citizenship" and "governance". Brands are strengthening their reputation not through product advertising, but through their ability to provide orientation, make a positive contribution to life and enable positive moments. The brands that have made the biggest leap forward in the ranking of the most respected brands have achieved particularly good scores in the reputation drivers associated with leadership behavior, corporate culture and social commitment.
Strategic brand management is an investment in the future of a company
The current health crisis and the associated demand shock will exacerbate this trend. It has never been clearer what turbulent, polarized and uncertain times we are living in. And it has never been more important for brands to enable positive moments in everyday life and create security. What brands are currently doing is shaping the brand relationship after corona. Strategic brand management, thought through and planned for the long term, has a particularly important role to play - as an investment in the future that is critical to success.
The "Lindt & Sprüngli" brand has the best reputation in Switzerland
This year's ranking of brands with the highest reputation among the Swiss population is headed by Lindt & Sprüngli, followed by Coop (2nd place) and Landi (3rd place).
The top 25 brands with the best reputation in Switzerland in 2020:
- Lindt & Sprüngli
- Coop
- Landi
- Ricola
- TCS
- Migros
- Rolex
- Chocolat Frey
- Doubt
- Hilti
- Jaeger-LeCoultre
- Raiffeisen Switzerland
- Swatch
- Swiss
- Melectronics
- IWC Schaffhausen
- Rivella
- Feldschlösschen
- The furniture
- Geberit
- Liebherr
- Ikea
- Audi
- Breitling
- Hero
