Coop overtakes Migros, Raiffeisen profits: Swiss brand study shows desire for security

There have been shifts in the Swiss brand ranking: Coop is building on its strength, while Migros continues to lose its appeal. In the banking sector, Raiffeisen and the cantonal banks are the clear winners following the demise of Credit Suisse. These are the findings of the new BrandAsset Valuator (BAV) 2026, the largest brand study in Switzerland, conducted by the WPP agencies Ogilvy, Ingo and Scholz & Friends Switzerland. The overarching finding: in uncertain times, the Swiss rely on established, reliable values.

New yearning for safety: Rega, Ricola and SBB as a rock in the surf

After a phase in which digital and progressive brands gained momentum, there is a noticeable shift in 2026: consumers are once again increasingly looking for orientation and stability. Brands that stand for safety are benefiting in particular, as exemplified by the rise of organizations such as Rega. They embody both functional safety and emotional reliability. Classic Swiss brands such as Ricola or SBB are also experiencing a comeback because they stand for continuity and national identity.

Brand strength redefined: Familiarity beats differentiation

The analysis of the four pillars of brand strength in the BAV - differentiation, relevance, esteem and familiarity - confirms this change. While innovative and different brands (high differentiation) scored well in previous years, brands that achieve high values in familiarity and esteem will have an advantage in 2026. Although many brands are losing their uniqueness, they are gaining in stature thanks to their consistency. The key challenge for almost all sectors is not to lose profile despite the focus on reliability.

«The days of loud, disruptive brands are over for the time being. The Swiss population is longing for stability, and they are now rewarding this in their choice of brands,» says Swen Morath, CEO at Ingo Zürich. «Our data clearly shows that those who now radiate trust and reliability are winning. Those who have neglected their profile for years, as is now the case with Migros, are losing out.»

Retail: Coop strengthens its position, Migros suffers from negative image

The balance of power in the Swiss retail sector is shifting: Coop is gaining relevance and is able to expand its brand strength. Migros, on the other hand, continues to lose profile, not least due to the ongoing debate about strategic adjustments and massive restructuring. This development illustrates how strongly public narratives influence brand perception. The trend is also evident in customer loyalty. The Coop Supercard is becoming more attractive, while the Cumulus card is losing relevance in the context of the weaker overall brand. This shows how loyalty programs only work sustainably if the main brand as a whole is convincing.

Banking: Raiffeisen and cantonal banks fill the CS gap

Following the loss of Credit Suisse, locally anchored institutions that are perceived as stable will benefit in particular. Raiffeisen and the Swiss cantonal banks in particular are gaining significantly in trust and relevance. Their proximity to the population and their perceived stability have a direct impact on brand strength. In times of uncertainty, regional roots become a strategic advantage.

Conclusion: Switzerland seeks stability and rewards brands that offer it

The BAV 2026 shows a clear trend: safety is once again a key need. Brands that are successful today offer orientation, reliability and emotional stability. It is not the flashiest brands that win, but the most reliable ones.

For brand managers, this means a readjustment of priorities. Instead of focusing on short-term, loud campaigns, concentrating on the core business and operational excellence is becoming crucial. Communication must be one thing above all: clear, honest and consistent. It is about reliably delivering on the fundamental brand promise and thus earning the trust of consumers day after day.

About the BrandAsset Valuator (BAV): The BAV is the largest and most comprehensive brand study worldwide. The study has been conducted in Switzerland since 1995. Since 2022, the study has been conducted in annual waves by the WPP agencies Ogilvy Switzerland, Ingo Zurich and Scholz & Friends Switzerland. In the current wave, 9,600 Swiss people aged 18-74 were asked about their brand preferences. The number of brands surveyed this year is 600. The study is representative of the Internet population in German-speaking and French-speaking Switzerland according to Switzerland's official structural data. The survey period was from October 3 to November 14, 2025.

Responsible at Ogilvy: Matthias Müller (CSO), Martin Keller (CEO) Responsible at Ingo Zürich: Galina Helbling (Strategy Director), Swen Morath (CEO) Responsible at Scholz & Friends Switzerland: Dr. Nils Engelbrecht (Strategy Director), Mathias Rösch (CEO)