The most valuable Swiss brands in 2012

With a brand value of 11,101 million francs, the Nescafé the most valuable Swiss brand, as Interbrand writes in a press release. It follows in second place with 7,313 million francs Roche. In third place with 6,825 million francs Novartis one.

The branded goods manufacturer Nestlé is represented with a total of three brands - Nescafé (1st place), Nestlé (5th place) and Nespresso (13th place) - are represented in the ranking and are therefore also winners. Together, the brands of the Vevey-based food group are worth CHF 19,085 million.

Six brands at once - Omega, Swatch, Longines, Breguet, Tissot and Rado - The Swatch Group is the most valuable watch brand in the ranking, with a cumulative value of CHF 6,502 million. A total of 16 watch brands are among the most valuable brands in Switzerland. This means that the watch industry dominates the ranking. Rolex and Omega secured a place in the top 10 with CHF 6,275 million and CHF 3,137 million respectively. Ten of the other watch brands represented make up the midfield in the ranking. "The strong presence of watch brands is not surprising," explains Michel Gabriel, Managing Director of Interbrand Zurich. "Because brands like Rolex, Omega or IWC continuously create their own brand worlds for their products and thus offer their customers sustainable emotional added value."

The financial services sector is also strong: eight banks and three insurance companies are among the Best Swiss Brands 2012. "Despite enormous value adjustments by leading institutions, the top ranking of Credit Suisse and UBS above all through its continued clear brand strength," says Michel Gabriel. Credit Suisse and UBS take 7th and 8th place with CHF 3,748 million and CHF 3,481 million respectively. The Cantonal banks benefited from the loss of trust in the big banks and ranked 11th with a brand value of CHF 2,332 million. They scored particularly well with their direct proximity to customers, their down-to-earth attitude and their local roots. With Julius Baer - In the Swiss market - in 15th place with CHF 1,748 million - the claim to excellent services backed by expertise and trust ensures real added value. With Vontobel In 19th place, another bank has made it into the top 20, consistently delivering on its brand promise of "performance creates trust".

Most pure B2B brands are not represented in the ranking as they have too little presence among the general public. By presence here, we mean that the brands leave a lasting impression on the general public through product or service branding or through communication that is close to the end consumer. Schindlerthe elevator and escalator manufacturer, or Sika with their specialty chemicals, also in the B2C sector, meet precisely these requirements.

The ranking at a glance