With a brand value of CHF 19.2 billion, the Nestlé Nestlé (brand value up 8% to CHF192.3 billion) food brand remains the most valuable brand in Switzerland. The banking brand UBS (CHF8.7 billion ) and the pharmaceutical brand Roche (CHF8.3 billion) follow far behind in second and third place, according to the latest report Brand Finance Switzerland 50 2022, which evaluates the top 50 brands in Switzerland.
Switzerland's strongest brand is Swisscom for the first time with a Brand Strength Index (BSI) score of 88.8 out of 100. Last year's winner Roche slips to third place. The chocolate brand Lindt increased its brand strength by almost six points and came in second.
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. Switzerland’s top 50 most valuable and strongest brands are included in the annual Brand Finance Switzerland 50 ranking.
Nestlé, UBS and Roche are among Switzerland’s most valuable brands
Nestlé has performed well and remains by far the most valuable brand in Switzerland. The food brand has increased its brand value by 8% compared to the previous year. At CHF19.2 billion, its brand value is more than twice as much as that of its rival, the banking brand UBS, at CHF8.7 billion. Roche has also increased its brand value, by 18%, climbing from 5th to 3rd place and thus knocking Rolex off the podium. The luxury watch brand landed in fourth place in the Brand Finance Switzerland 50 ranking.
In addition to the Nestlé corporate brand, three of its strong product brands also feature in the top 50 ranking: Nescafé in 7th place, Maggi in 32nd place and Nespresso in 44th place.
"Nestlé S.A. displays a remarkable brand value record," emphasises Ulf-Brün Drechsel, Country and Client Service Director DACH at Brand Finance Germany, based in Hamburg. "With the leading corporate brand and the product brands also placed in the ranking, Nestlé generates a major share of the total brand value volume of the 50 top Swiss brands."
Luxury watch brand IWC is the fastest-growing Swiss brand
The luxury watch brand IWC is growing the fastest in value, namely by 88%. This puts IWC as a newcomer in the brand value ranking directly in 46th place. Another newcomer brand is the private clinic Hirslanden Private Hospital Group with 75% growth in 49th place. Logitech has grown by over 60% and is thus also among the top 3 fastest growing brands in brand value.
Telecom leader Swisscom is strongest brand in Switzerland with an AAA brand rating
In addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors.
The telecommunications and IT company Swisscom is the strongest brand in Switzerland, knocking last year's winner Rolex off its throne. The luxury watch brand comes third in the Brand Strength Index (BSI). Chocolate brand Lindt is also on the podium with an increase in its brand strength by 5.8 points and thus moved from 5th to 2nd place. The food brands Nestlé, Nescafé and Maggi are also among the top ten strongest brands.
The fastest-growing brand in the BSI score is the private investment bank Pictet. It gained 19.5 points in brand strength, putting it in 24th place. Computer accessories manufacturer Logitech (up 17.4 points) and chemical and pharmaceutical company Lonza (BSI score up 16.2 points) are also strong in BSI growth, putting them in the top ten strongest Swiss brands. Lonza moved up 20 places to take fifth place in the brand strength ranking; Logitech climbed an incredible 32 ranks to eighth place.
Food & Beverages is most valuable sector in Swiss ranking
At just under CHF 26.8 billion, food and soft drinks, accounts for the largest share of the total value volume, namely over 18%. The clothing, insurance and banking sectors follow with just under 13% each.
"Compared to other countries, Switzerland has a fairly balanced reputation profile, as the pharmaceutical and engineering sectors are also close behind with 9% value share each," explains Drechsel.
Note to Editors
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes nearly 100 reports, ranking brands across all sectors and countries. Switzerland’s top 50 most valuable and strongest brands are included in the Brand Finance Switzerland 50 ranking.
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.
About Brand Finance
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes nearly 100 reports which rank brands across all sectors and countries.
Brand Finance is a regulated accountancy firm, leading the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671, and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.