The Swiss want sensual brands

Brand research In Switzerland, the trend is towards domestic brands, according to the Brand Asset Valuator study conducted for the fourth time by the advertising agency Advico Young & Rubicam. Since the last study in 2000, the values "traditional", "charming charisma" and "sensual" have become more important to consumers, explained Strategy Manager David Allemann. In contrast, "future-oriented" and "innovative" have lost importance. There are 14 domestic brands among the 20 strongest brands in Switzerland. Appenzeller cheese, Ragusa, Ricola and Sugus are newly represented. Foreign brands represented include Chiquita (new), Coca-Cola, Lego, Nivea, Nutella (new) and Uncle Ben's. Barilla, Emmentaler, Kellogg's, SBB, Sinalco and Tilsiter have disappeared from the ranking.