Brand poster: Swiss brand landscape even more Swiss
At the Swiss Brand Congress held on «Brand Day» on June 13, 2013, in Zurich, the fifth edition of the Swiss Brand Poster was unveiled. The current edition shows at a glance which brands use “Swissness” as a marketing attribute .
As part of the current discussion on Swissness, all brands in the brand poster were examined to see how much Switzerland they really have and whether they also communicate with this attribute. The result was that hardly any Swiss brand misses out on the Swiss seal of quality. Almost every brand uses "made in Switzerland" or a small Swiss cross on its packaging. However, only around a third of all brands included manage to use and communicate Swissness as a credible brand attribute. This means that only brands that consistently use a Swiss cross, the Matterhorn or the term "of Switzerland" in direct connection with the logo were highlighted.
The brand new region "Zum Schweizermacher" is now home to new brands that were founded abroad but are now perceived as Swiss brands. Odlo, for example, was founded in Norway but has been headquartered in Switzerland since 1986. But the other 30 new brands also keep the brand poster exciting. In the "Ferienegg", the Dolder Grand, Badrutts Palace and Victoria Jungfrau hotels clearly speak for the high quality of Swiss brands. Roger Federer was also included as a brand. The poor spring weather did not go unnoticed by the creators of the brand poster, and new brands such as Spatz, Exped, Stromer, Flyer and Thömus were launched to prepare for an even better outdoor summer. Unfortunately, brands such as Merkur, which was taken over by Läderach, and EGL, which became Axpo, were also laid to rest last year and are now in good company in the "Märkli cemetery".
In addition to the adapted brands, a revised layout and changes to the landscape on the brand poster, the website Markenplakat.ch has been brought up to date with all content. All brands can be found with extended information in the electronic brand lexicon. In addition to contact details, the encyclopedia contains essential information on owners, history, logos and advertising campaigns. In addition, direct links provide quick access to the social media accounts of the respective companies or brands. The Swiss brand poster also has its own Facebook- and Twitter-The company's website provides its fans and followers with the latest news from the Swiss brand landscape.
All trademarks are available online, with additional information in the Swiss Trademark Dictionary at Markenplakat.ch to find.
The creators of the Swiss brand poster are Evoq Communications, HTP St. Gallen and Update Zurich. The Swiss brand poster is sponsored by DPD Switzerland, Elco Switzerland, Persönlich, Netmapping, Neihart & Schön and Diprint.
