According to a survey by the international consulting firm Globeone, the label “Swiss Made” is losing its shine. In the survey, 1,500 consumers from Germany, the US and China were interviewed, and it has been shown that the image of “Swiss Made” is still outstanding, but also has clear weaknesses: Consumer confidence of the label fell by 8 percent since 2015 (in China even 12 percent). The image dimensions of quality (-11 percent), prestige (-9 percent) and reliability (-8 percent) fell particularly strong. For Carina Hauswald, Managing Partner of Globeone in Zurich, this is a clear sign that the core of “Swiss Made” is crumbling, as image dimensions, which make up the core promise of the label, are losing value. In the end, this could affect the prices of Swiss products.
Consumers are also losing faith in the innovative power of Swiss companies, but according to Carina Hauswald, the reason for this is a lack of communication. Companies from Switzerland are still very innovative, but failed to convince consumers by means of clever positioning and communication.
Swiss brands are very well known in Germany, (average awareness level: 62 percent) but not that many have a positive image (around 38 percent on average). In markets such as China or the USA they are less well-known (China: 41 percent, USA: 42 percent), but generally have a high reputation (China: 59 percent, USA: 60 percent).
