Nestlé most valuable, Rolex strongest Swiss brand
According to the «Brand Finance Switzerland 50 Ranking,» Nestlé remains by far the most valuable brand in Switzerland, with a brand value of 21.2 billion dollars, ahead of UBS and CS. Rolex is Switzerland’s strongest brand, followed by Nestlé.
Winners and losers
The biggest winner in this year’s ranking is also Nestlé: The company increased its brand value by nearly one billion dollars from 2014 to 2015. UBS, too, can celebrate a 931-million-dollar increase in its brand value. While nothing has changed at the top of the rankings, the middle of the pack is being reshuffled. For example, the Basel-based pharmaceutical giants Roche and Novartis have each moved up several spots: Roche jumped from 15th to 11th place, and Novartis from 16th to 14th. For Schindler, on the other hand, the elevator is taking a steep drop this year. The brand loses $1.3 billion in value, causing it to fall in the ranking from 21st to 43rd place. The brand of energy provider Alpiq also loses about $1 billion in value. Its decline is just as steep as Schindler’s: the brand slips from 24th to 41st place.
The Strongest Swiss Brands
In addition to monetary brand value, Brand Finance also calculates a brand’s strength. The so-called Brand Strength Index (BSI score) is expressed on a scale from 0 to 100 based on attributes such as emotional connection, financial performance, and sustainability. The BSI score is also expressed in a format similar to a credit rating. Rolex is Switzerland’s strongest brand with a BSI score of 89.7 (AAA+), followed by Nestlé with 85.7 (AAA). In addition to Roche in third place, Novartis, the second pharmaceutical giant, ranks sixth in the top 10. Nestlé and its product brands dominate the top 10 strongest Swiss brands: Nescafé in fourth place, Maggi in fifth, and Nestea in eighth.
