Traditional brands remain strongest

The brand world remains "characterized by patriotism". The tendency observed last year among Swiss consumers to prefer domestic products over foreign ones continues. According to the Y&R Group's annual Brand Asset Valuator study, 15 of the 20 strongest brands are domestic. Migros is represented three times in this top group - with M-Budget and M-Cumulus in addition to the umbrella brand. Coop, although now the largest retailer in Switzerland, did not make it into the top 20. Nespresso is newly missing from the charts. This could be a consequence of the capsule war. Sugus and Sinalco have also "disappeared" from the consciousness of the Swiss, despite the current advertising offensive. Rivella, on the other hand, is stubbornly holding its own in the list. As Urs Krucker, marketing expert at Y&R, notes, innovative communication on the Internet is playing an increasingly important role for brands. However, Facebook as a brand has not yet made it into the top list. It is still dominated by food brands. Of these, 12 are among the strongest. The values are collected by Y&R from 1100 different brands. pan