Nescafé tops survey of Swiss brands

Nescafé is a high-flying brand name Keystone

Nescafé instant coffee has come top in a survey of the strongest 50 brands in Switzerland.

Other popular brands on the domestic market, including the retailer, Migros, fared less well because they are little known abroad.

With an estimated value of SFr14.8 billion ($12.9 billion), the Nescafé brand left banks, pharmaceutical companies and watchmakers trailing in its wake.

Nescafé, which is produced by Swiss food multinational Nestlé, ranked ahead of the pharmaceutical company, Novartis, and Switzerland’s biggest bank, UBS.

Their brand names were worth SFr9.5 billion and SFr8.7 billion respectively, according to a survey published by the Swiss business magazines “Bilanz” and “Bilan”.

UBS, Credit Suisse, Novartis, Roche, as well as two watchmakers, Rolex and Omega, featured in the top ten. However, the national airline, Swiss, did not even make it onto the list.

Swiss and Swisscom

Nestlé came fourth, while the leading telecoms company, Swisscom, was in eighth position. Swiss-based engineering company ABB was at number 12.

However, the country’s three leading retailers, Migros, Coop and Denner, failed to make it into the top ten despite their popularity in Switzerland.

They are little known outside the country and the profit margin in the retail business is relatively weak, according to the monthly business magazine, “Bilan”.

Experts say the rankings reflect the make-up of the Swiss economy, with its strong financial, pharmaceutical and watchmaking sectors.

At a global level, the United States soft drink, Coca Cola, has the strongest brand name, worth $67 billion.

The computer-software company, Microsoft, and computer services giant, IBM, came second and third.

Consultants Interbrand Zintzmeyer & Lux focused on future profits and brand recognition to reach their conclusions.

swissinfo with agencies

Key facts

Top five Swiss brands:
Nescafé, Novartis, UBS, Nestlé, Roche
Bottom five brands:
Zweifel, Hero, Eichhof, Möbel Pfister, Caran d’Ache.