Hidden innovative strengthThe perception of innovation is quite different: although Switzerland is one of the most innovative nations in the world, this is hardly recognized internationally. Only 16% of respondents consider Swiss products to be innovative. "The large discrepancy in the area of 'innovation' is surprising here," notes Globe One Managing Director Carina Hauswald. "Numerous international rankings such as the 'Global Innovation Index' or 'Innovation Union Scoreboard 2015' have recognized Switzerland as the most innovative nation in the world for years. But this doesn't seem to have sunk in globally yet." Added to this is the cost factor: fewer than 20% of consumers surveyed believe that Swiss brands offer "good value for money".
Brand awareness still has room for improvementAt 49%, the average brand awareness of the 15 best-known Swiss brands is also expandable but at a relatively good level. The best-known brands include consumer and luxury goods such as Rolex (80%), Nestlé (78%), Lindt (65%), OMEGA (60%) and Swatch (58%). However, brand awareness is very different in the various nations. While 78% of Chinese people are familiar with OMEGA, for example, only 36% of Americans say they know the brand. Regional differences can also be seen in the popularity of Swiss brands. The affinity of many Chinese for status symbols such as luxury watches is also reflected in the popularity ratings for OMEGA and Rolex. Both achieve significantly higher values in China than in Germany and the USA.
Positive positioning potential insufficiently utilizedSwiss brands are not yet exploiting their full potential in other areas either: Switzerland is the most prominent country of origin for services in the three countries surveyed. Nevertheless, many Swiss brands are still relatively unknown or are not yet using this strength to their advantage. "Considerable added value is being lost here, because by skillfully integrating the brand origin "Made in Switzerland" or "Designed in Switzerland", important image aspects could be conveyed more credibly and efficiently than through an alternative advertising argument," comments Carina Hauswald, Managing Director of Globe One in Zurich.
Behind the studyThe representative study examines the image of Swiss brands in Germany, the USA and China. The data was collected on the basis of 1,500 individual surveys commissioned by
Globe One by an independent market research institute. The data collection took place in October 2015 and included over 60 brands. Specifically, 500 consumers were surveyed in each of the ten largest cities in Germany, the USA and China.
