Best Swiss Brands 2016: Nescafé defends top spot

In 2016, Interbrand and the Swiss business magazine Bilanz once again published the ranking of the 50 most valuable brands in Switzerland, highlighting developments in the world of brands. LafargeHolcim and Audemars Piguet are the only brands to record double-digit growth: LafargeHolcim grows by 13 percent and climbs two places to 21st place, while Audemars Piguet enjoys an eleven percent plus and rises from 29th to 26th place.

Nescafé improved its brand value by a further seven percent, as did its parent company Nestlé, which rose to second place this year. Both brands are very well positioned globally. Nescafé is the largest coffee brand in the world and is constantly managing to inspire customers with new touchpoints, such as flagship coffee shops in Japan and South Korea or new social media channels. The online campaign #DatingDesaster was also well received by the young target group.

The second-placed Nestlé brand, which is celebrating its 150th anniversary this year, uses authentic storytelling to create a personal relationship with customers, thereby increasing both trust and brand value to CHF 7.974 billion - an excellent result overall for the Nestlé Group, which is once again represented in the 2016 ranking with three brands (Nescafé, Nestlé and Nespresso). This is also due to the Group's strategy of focusing on successful brands and spinning off less successful brands from the portfolio.

Rolex secured third place in the ranking with a brand value of 7.387 billion Swiss francs. Despite the threat of competition from Apple and the Apple Watch, the Swiss luxury watch manufacturer can score points with watch lovers thanks to its status, reliability, lasting value and timelessness. With a slight increase of two percent, the brand value remains stable.

The biggest climbers

LafargeHolcim recorded the highest growth in brand value this year. Following the merger, the brand value increased by 13% compared to the previous year. This is due to the increased sales volume resulting from the merger, the increased visibility in the market and the growth opportunities of the billion-euro group. However, a decision must first be made on the general continuation of the brand, which is now worth CHF 1.308 billion.
Audemars Piguet also increased its brand value: the value grew by eleven percent to CHF 961 million. This is mainly due to the strategy of bucking the industry trend, e.g. raising prices to be even more exclusive and desirable. Successful partnerships with Art Basel Hong Kong and the popular Royal Oak, the watch brand's core model, are helping to increase brand value.

The newcomers

This year's newcomers can also be regarded as the big winners in the ranking. Asset manager Pictet, flavor and fragrance manufacturer Givaudan, private bank Lombard Odier and Kaba, a security technology and access solutions company, were ranked 18th, 29th, 35th and 49th respectively this year.

With assets under management of CHF 437 billion and investment activities in more than 80 countries, Pictet is one of Europe's leading independent asset managers. Its core values of independence, continuity and adaptability win over clients and employees - creating a brand value of CHF 1.561 billion.

Givaudan, the world's largest manufacturer of flavors and fragrances, also occupies one of the coveted 50 places in the Swiss brand ranking this year with a brand value of CHF 841 million. This success was supported by last year's rebranding, which won numerous design and branding awards as well as public attention.

The private bank Lombard Odier was able to expand all three business areas last year and thus generate high earnings. With CHF 673 million, the brand is one of the Best Swiss Brands 2016.

The Kaba brand was the fourth new entry. The high brand value of CHF 230 million is the result of continuous investment in the brand, a consistent umbrella brand strategy and a new brand design. In addition, the merger with Dorma was managed well and ensures a strong balance sheet.

"The total value of all brands in the top 50 has risen proportionally despite the current difficult economic conditions. Many brands suffered from high fines or large one-off expenses," says Calin Hertioga, Brand Valuation Director at Interbrand in Zurich. "To summarize, the past year can be described as a year of waiting."

Further information can be found at Bestswissbrands.com and in the current issue of Bilanz from April 22, 2016. You can find the Top 50 as a PDF under this link.