Switzerland 50 2022

The annual report on the most valuable and strongest Swiss brands

Nestlé and Swisscom are the most valuable brands in Switzerland.

• Brand Finance Switzerland 50 2022" report: Nestlé remains most valuable brand, Swisscom becomes strongest brand for the first time.

Nestlé remains the most valuable Swiss brand - with more than twice the value of its second placed rival, the banking brand UBS. Almost all the top ten brands have continued to increase in brand value this year. Roche climbs to third place, while Rolex and Zurich each drop one place, to fourth and fifth place respectively. The brand value balance of Nestlé S.A. is remarkable.  With its leading corporate brand and the product brands Nescafé (7th), Maggi (32nd) and Nespresso (44th), also strongly ranked, this flagship company generates about one-third of the aggregate brand value of the 50 top ranked brands in Switzerland.

The successful corporate developments make the IWC brand grow by a whopping 88%, but Logitech and Jaeger LeCoultre are also among the highflyers in brand value growth this year. The private hospital group Hirslanden, a ranking newcomer, grows the second fastest and conquers 49th place in the ranking. On the other hand, old acquaintances such as the private bank Vontobel and the long-established medical technology company Straumann dropped out of the ranking this year. The Basler Versicherungen brand of Bâloise Holding AG, which operates in Germany and Switzerland and is headquartered in Basel, shows the highest drop in value of 14% compared to the previous year.

The strongest Swiss brands has seen some movements in the ranking this year. Due to the slight losses in Rolex’s brand values, Nestlé and Nescafé, other strong brands with high growth where able to catch up. The new strongest brand in Switzerland is Swisscom, which is still majority state-owned, followed by the chocolatier brand Lindt, which thus also becomes the strongest food brand. This year's strongest brands include four brands from the middle of the ranking. The well-known pharmaceutical brand Roche climbs from 16th to 10th place, Geberit, the globally active champion for sanitary technology, climbs from 27th to 9th place. Geberit is thus behind the brand Logitech, which made a fabulous leap from 40th to 8th place. A similarly strong performance was achieved by the Basel-based chemical and pharmaceutical company Lonza, which now ranks 5th up from 25th position.

The private investment bank Pictet strengthened its external perception through, amongst other things, a sustainability commitments and sponsorships. The brand is the fastest-growing brands in brand strength (+19.5 BSI score points) and ranks 24th among the strongest brands. Logitech (+17.4 BSI score points) and Lonza (+16.2 BSI score points) follow in the top 3 of the fastest growing brands in brand strength.

Brand value reputation analysis

Food, including soft drinks, remains the strongest brand value-driving sector in Switzerland with almost accounting for about 19% of the total value volume. This is followed by three equivalent sectors with 13% each: fashion, insurance and banking. Compared to other countries, Switzerland has a balanced reputation profile, as the pharmaceutical and engineering sectors also hold on to a 9% share of brand value each.