Brand survey Switzerland: Traditional brands are ahead

 
According to the «European Trusted Brands» survey—conducted by Reader’s Digest for the eighth time—traditional Swiss brands such as Migros, Swatch, Similasan, and Raiffeisen continue to enjoy the highest standing among consumers. A new addition to the list of brand winners is Ricola in the candy category, which appeared in the study for the first time this year. Overall, Swiss consumers seem to prioritize quality and consistency when it comes to branded products. For example, 81 percent believe it’s worth paying more for quality products. A similarly high 84 percent remain loyal to their favorite brands over the years. In contrast, only just under one in three Swiss people (30 percent) often try out completely new brands.
The study also highlighted just how fierce the competition is among brands. In Switzerland alone, respondents named over 1,600 brands across all product categories. Staying at the top for such a long time amid such fierce competition is ’a tremendous achievement,« said Werner Neunzig, Chairman of the Board and Managing Director of Reader’s Digest Switzerland. »Only consumers who consistently have positive experiences with a brand will remain loyal to it.«
Across Europe, Germany’s iconic brand Nivea and the Finnish cell phone manufacturer Nokia once again took first place in their respective categories in all 16 European countries. The Visa credit card ranked first in 14 countries. Canon achieved this ranking in the photography equipment category in 13 countries. The Swiss food company Nestlé took first place in five countries.
Only in a few categories—such as automobiles—did national brands like Renault in France, Škoda in the Czech Republic, or Volvo in Sweden come out on top. Volkswagen, on the other hand, leads the market not only in Germany but also in Austria, Belgium, and Poland.

List of Swiss Categories / Brand with the Highest Trust Rating
Of the 35 categories, 20 were examined across Europe and 15 only in Switzerland. Nutritional supplements: Supradyn
Automobiles: Toyota
Banks/financial service providers: Raiffeisen
Clothing: Charles Vögele
Gasoline: Shell
Candies: Ricola
Decorative cosmetics: Nivea
Cold Medicine: Neocitran
Photo devices: Canon
Breakfast cereals: Kellogg's
Hair Care: L’Oréal
Major Distributors/Retailers: Migros
Household/kitchen appliances: Miele
Household cleaner: Meister Proper
Skin care: Nivea
Homeopathic remedies: Similasan
Internet company: Bluewin
Coffee: Nespresso
Health insurance companies: CSS
Credit cards: Visa
Life Insurance: Swisslife
Dairy products: Emmi
Mobile phone carrier: Swisscom
Cell phones: Nokia
Computer: Dell
Tour operator: Kuoni
Property insurance: The Mobiliar
Pain reliever: Dafalgan
Telecom Companies: Swisscom
Pet Food: Whiskas
Watches: Swatch
Consumer electronics: Sony
Vitamins: Migros
Detergent: Total
Toothpaste/mouth care: Elmex
24,000 people, including about 900 in Switzerland, participated in the survey for the ’Reader’s Digest European Trusted Brands 2008« study. In Switzerland, respondents were asked to identify the most trusted brands across 35 product categories. The most successful brands will be honored by Reader’s Digest with the Pegasus Award for highest consumer trust; in Switzerland, the award ceremony is expected to take place in Zurich in September 2008.