Swiss perceived as world’s third-strongest national brand.

 

Switzerland is one of the three strongest national brands in the world in the eyes of the global public.

The latest ranking by consultants Brand Finance takes into account soft-power factors such as presence, reputation and impact on the world stage.

Switzerland comes behind Germany and Britain but ahead of the United States and Canada. 'Germany remains a haven of stability under the chancellorship of Angela Merkel,' said Brand Finance in its 2020 ranking , for which it surveyed over 55,000 people in more than 100 countries.

A somewhat different picture emerges when the brand strength of national companies is measured. Here the US is ahead of China and Japan. Switzerland is in 15th place, between Russian and Brazil, with brand value declining by 19% to $764 billion (CHF697 billion).

Switzerland is by no means alone in this decline. As almost everywhere else in the world, the coronavirus pandemic has left deep scars on valuations. Worldwide, the value of the 100 strongest brands has fallen by $13.1 trillion this year.