This article was originally published in the Brand Finance Global Soft Power Index 2025
Head of Presence
Switzerland
Switzerland holds the top spot for Reputation and excels in perceptions of stability and trustworthiness. How does Presence Switzerland navigate the balance between being seen as reliable while also enhancing perceptions of dynamism and appeal?
Switzerland is widely recognised for its stability, trustworthiness, and high-quality standards. This reputation stems from multiple factors, including our unique political system, which combines semi-direct democracy with a collegial Federal Council, fostering consensus among diverse stakeholders. The strength of Swiss exports, from precision watchmaking and chocolate to pharmaceuticals, machinery, and a globally renowned financial center, reinforces this image. Our world-class education system and significant investment in research and innovation further contribute to our leadership.
While stability might seem at odds with dynamism, it actually enables adaptability and long-term innovation. A solid foundation allows Switzerland to evolve efficiently, responding to global challenges without compromising its core values. Our pragmatic culture, which integrates diverse expertise and perspectives, enhances our agility. At Presence Switzerland, we highlight these qualities, showcasing how reliability and excellence go hand in hand with innovation, ensuring that Switzerland remains both a trusted and dynamic global partner.
The Federal Council recently adopted the new strategy for 2025–28, focusing on trust, innovation, and Switzerland’s role in Europe and the G20. What are the key priorities within this framework, and how will Presence Switzerland be implementing them on the global stage?
The Federal Council’s 2025–28 strategy focuses on strengthening trust, fostering innovation, and reinforcing Switzerland’s role in Europe and the G20. Trust remains a cornerstone of Switzerland’s global positioning, built on political stability, high-quality standards, and a strong financial center. Innovation is another key pillar, driven by world-class research institutions, cutting-edge industries, and a commitment to sustainability. Additionally, Switzerland’s engagement with Europe and the G20 reflects its dedication to multilateralism and global collaboration.
Presence Switzerland will implement this strategy by promoting Switzerland’s strengths through public diplomacy, strategic partnerships, and international events. We will showcase Swiss excellence in technology, finance, and sustainability while fostering dialogue on global challenges. By leveraging our reputation for reliability and agility, we aim to reinforce Switzerland’s role as an innovative and forward-looking partner. Through targeted campaigns and initiatives, we will ensure Switzerland remains a trusted, dynamic, and influential global actor.
Switzerland comes #1 in more Global Soft Power Index metrics than any other nation brand and continues to enjoy strong Recommendation among respondents. How does Presence Switzerland leverage Soft Power to boost investment, trade, talent, and tourism attraction?
We cannot deny that we are pleased with these results. They reflect Switzerland’s intrinsic qualities—our nation brand is primarily a consequence of our reality.
Our mission at Presence Switzerland is to amplify these strengths. One of our key messages is that Switzerland’s success is the success of its partners. We are a country that brings value to others, whether through Geneva’s role in multilateralism, Swiss components integrated into global industries, or our diplomats working for peace.
Presence Switzerland shapes global perceptions through its initiatives and, most importantly, by supporting Switzerland’s diplomatic network worldwide. We collaborate closely with tourism and economic promotion agencies, as a strong, differentiated, and credible image benefits all. The same overarching factors—trust, quality of life, and education —drive investment, trade, and tourism.
Trust in Switzerland is our most valuable asset, a foundation from which all other strengths emerge.
