Brand of the year 2018: Zweifel takes the title

Havas Switzerland, in collaboration with management tools, has surveyed the most dynamic and trustworthy brands in Switzerland. The population-representative study of 4,146 people from German- and French-speaking Switzerland includes over 500 brands, 122 of which are Promarca members.Consumers voted Zweifel the most trusted brand among Promarca members in 2018. "Zweifel does a lot of things right," Frank Bodin, chairman and CEO of HAVAS until recently in charge, attests to the new winner. "The brand stands for tradition, quality as well as transparency, and with the chips experts it has found a long-term, differentiating way to effectively dramatize this in its communication. This has a positive impact on the perceived trust of doubt."

Millennials and their relationship with brands

This year's Brand Day was dedicated to the Millennials - often also called Generation Y - in front of around 150 participants from business, politics and academia. "Without a clear focus and message, you disappear in the world of the young - brands are therefore role models in a fast-moving society," Andri Silberschmidt, President of the Jungfreisinnigen, expressed his conviction.For Dr. Steffi Burkhart, companies must recognize that Millennials live different values if they want to become an attractive employer for young talent. "For young applicants, appreciation of their work, good relationships with colleagues and work-life balance are more important than salary. "Her appeal to companies: break down rigid hierarchies, think more in terms of networks and address issues such as equal pay among genders. However, brand companies must not only succeed in attracting millennials as employees, but also in getting them excited about their products online. Social media carries certain risks - for example, false brand promises can be debunked within seconds - sometimes wrongly, as Roland Brack of BRACK.CH explained. "At the same time, digitization enables completely new forms of collaboration for brands with national and international platforms and ecosystems, or - if they have sufficient appeal - with their own web store.

About the Brand Predictor Study:

The Brand Predictor study by Havas Switzerland and management tools research is an internationally established and representative brand evaluation method and has been efficiently determining the dynamics as well as the earned trust of brands and making reliable predictions about their future relevance since 2012. The mapping of perceived dynamics and earned trust is based in each case on a central key question.Thus, the question of whether a brand is gaining ground, losing ground or stagnating in terms of its popularity among the population leads arithmetically to a value that is considered an indicator of brand dynamics. The evaluation of trustworthiness, on the other hand, is based on the question of the degree to which the brand has been able to fulfill its performance promises to date.

About Promarca

Promarca, founded in 1929, represents the interests of 85 brand companies in the consumer goods sector in Switzerland. These generate annual sales of over 12 billion Swiss francs, including exports, and employ around 15000 people in Switzerland. Each year, they invest millions in Switzerland as a business location and thus make an important contribution to the Swiss economy.