Swiss brand performs well in study
Swiss products are perceived internationally as reliable and high-quality. However, they are not considered particularly innovative. This is the finding of a study conducted by HTP St. Gallen and McCann Erickson in collaboration with the University of St. Gallen.
The Swiss brand continues to enjoy a good reputation internationally. 7,300 respondents from 80 countries consider Swiss products to be reliable and of high quality. However, they did not rate them as particularly innovative. This is the result of a study conducted by the two agencies HTP St. Gallen and McCann Erickson in collaboration with the University of St. Gallen. Swiss products and services enjoy an excellent reputation worldwide. None of the countries compared - Germany, Japan, the USA and China - are able to surpass the perceived quality of Swiss products. Compared to Japan, however, respondents rated Swiss products as significantly less innovative.
Switzerland as a country is also viewed positively by respondents. The good image is primarily based on Swiss products and services. However, the beautiful landscapes and political stability are also important for the image of the Confederation. Switzerland stands for a high quality of life, reliability and trustworthiness.
Critical assessments are rarer. In particular, they criticize the lack of openness to the world and the high price level. Furthermore, the activities of the financial center are classified as shady and the strict treatment of foreigners is criticized.
The further away, the more clichéd Respondents in Europe, America, Asia and Oceania have a very similar view of Switzerland. The immediate neighbors France and Italy rate the Swiss Confederation the worst. The greater the geographical distance, the more clichéd the assessment.
Switzerland as a country is also viewed positively by respondents. The good image is primarily based on Swiss products and services. However, the beautiful landscapes and political stability are also important for the image of the Confederation. Switzerland stands for a high quality of life, reliability and trustworthiness.
Critical assessments are rarer. In particular, they criticize the lack of openness to the world and the high price level. Furthermore, the activities of the financial center are classified as shady and the strict treatment of foreigners is criticized.
The further away, the more clichéd Respondents in Europe, America, Asia and Oceania have a very similar view of Switzerland. The immediate neighbors France and Italy rate the Swiss Confederation the worst. The greater the geographical distance, the more clichéd the assessment.
