Top of the week: Migros is the strongest Swiss brand
Migros is the strongest Swiss brand in terms of brand equity, according to the latest brand study by Millward Brown. Swisscom ranks second among Swiss brands, followed by Coop in third place.
Millward Brown's figures show the strength of the two retail giants in the Swiss market. However, if the presence of global brands in Switzerland is taken into account, Migros and Coop are beaten by the US brand Google, which takes first place in Switzerland. Apple's iPhone is another overwhelmingly popular brand in Switzerland, ranking third. In another study, Millward Brown analyzed the brand equity of global brands as perceived by Swiss consumers. Sana Carlton, Managing Director of Millward Brown Switzerland, explains: "Six of the ten brands with the strongest performance in Switzerland are Swiss brands. This result is astonishing given that they compete with international names such as Facebook, IBM or Evian. It shows the importance that Swiss consumers attach to the country's brands and in particular to the domestic retail companies Migros and Coop."
