The top brands 2017

BRANDS For the fourth time, Havas Worldwide Switzerland, together with the market research institute management tools, is taking a look at the future of the Swiss brand landscape.  With a total of 4,145 people from German-speaking and French-speaking Switzerland, the survey was expanded again in terms of study participants in order to obtain a true picture of the development of 560 brands. Because particular importance is attached to a population-representative distribution of the study participants, Brand Predictor has matured into one of the most valid brand tools in Switzerland. However, the basis of the brand predictions is not only statistical accuracy, but also the integration of opinion leaders, the so-called ProSumers. These are characterized by their distinctive consumer habits as well as their media usage and brand preferences. They have an above-average interest in new products, are digitally active and, most importantly, as influential opinion leaders, ProSumers are up to two years ahead of their time - if you compare their assessment with the mainstream, you can make fairly accurate predictions. This is precisely what the Brand Predictor study takes advantage of and why it can already predict the 2017 brand ranking with a high degree of probability."Digital detox" in the 2017 dynamics rankingContrary to assumptions, the latest trend from Silicon Valley has nothing to do with an app or smartphone, but with doing without them - in other words, the digital detox. For the first time since 2012, the ranking is not led by a digital brand. After two years in the lead, online mail order company Zalando slipped to 7th place. The new leader is IKEA, followed by Migros. At least WhatsApp can hold on to third place as a digital brand. A comparison with the data from previous years shows that digital brands have gained some trust, but have not made any progress in terms of dynamics.Daily newspapers and SRF in a difficult positionWhile 20 Minuten was able to consolidate its leading position as the most widely read daily newspaper, many traditional mainstream titles, such as the NZZ and Tages-Anzeiger, continued to lose momentum despite their high level of trustworthiness. Swiss Radio and Television (SRF) also suffered a loss of momentum among the general public for the first time since its realignment. To reflect the new media landscape, the international media portals BuzzFeed and Huffington Post were integrated into the brand list alongside watson.With sustainability and organic labelsThe food retail sector remains on a high course. According to the predictions of recent years, Aldi Suisse and Lidl are becoming increasingly established in the market. The increasing confidence in the data also reflects the discounters' gradual shift in strategy towards optimizing and upgrading their product ranges through their Swissness campaigns. In addition to Swissness, sustainability has also become a key success factor in retail.