Switzerland as a brand

I've been told that Switzerland some months ago conducted a major re-branding exercise of the Swiss brand (the country). Has any cases been written on this recent project. I'm only interested in this particular (and very recent project) not old (as there are a lot) project regarding the Swiss brand. Good luck, Martin

Dear fp-ga, Thanks for your effort on this challenging request. I've posted a smaller fee under your name - just to indicate that I appreciate your effort even though we never managed to find the stuff. Once again thanks for your help. All the best, Martin

Such a project "Rebrand Switzerland" would certainly have been mentioned by the "Neue Z rcher Zeitung" http://www.nzz.ch/ You or someone from GA may like to have a look at some recent editions of the NZZ: http://nzz.gbi.de/NZZ.ein The following articles, as well as many others, might be of some interest: 16.03.03 Die Schweiz braucht mehr / "Pr senz Schweiz" / Konstruktive Kritik ist willkommen. Doch der politische Dauerbeschuss auf die Image-Agentur rgert Johannes Matyassy 06.03.03 Herausgegriffen / Pr senz Schweiz - weder drin noch draussen 26.11.02 "National Brand" f r die Schweiz 02.11.02 Stabil und wenig innovativ / Studien zum Image der Schweiz 29.10.02 Ein "National Brand" f r die Schweiz / Neues Dachlogo soll nationale PR-Arbeit unterst tzen / Seit rund eineinhalb Jahren bem ht sich die Organisation Pr senz Schweiz des Departements f r ausw rtige Angelegenheiten ... 15.10.02 Pr senz Schweiz - die Ausland-PR-Agentur des Bundes 04.03.02 BRAINSTORMING IM S LI Pr senz Schweiz, die PR- Agentur des Bundes, soll das angeschlagene Image der Schweiz wieder aufpolieren. Doch die in der Krise aus der Taufe gehobene Organisation stolpert selber von Krise zu Krise. Not to forget the federal structure of Switzerland with its many cantons: http://www.admin.ch/ch/e/schweiz/kantone/index.html

Hi fp-ga, Thanks for your feedback. I've looked at the site and even though the title indicates something very similar to what I'm looking for it unfortunately doesn?t look like the project I've been told about. I've been told about a project which basically redesigned the whole country, it's merchandising - the result of this project was released some months ago. I'm sorry about that - but once again thanks for your feedback. Martin

Hi ragingacademic-ga, Yes I am as the Swiss (Airline) re-branding process didn't result in any major merchandising program covering everything from cars to bags... Sorry :-( Martin

Is this project part of "Presence Switzerland"? http://www.presence.ch/prs_dir/e/start.html There are a few articles on "Pr senz Schweiz" in a leading German language newspaper. If this would interest you I suppose that a Researcher would provide you with the link necessary to find these articles.

Selling Switzerland as a major telecommunications player, Ascom AG, etc.: "Swiss telecommunications company Ascom has completed the world's first-ever QoS drive test in a live 'third-generation' W-CDMA mobile communications network. The test results clearly demonstrate that W-CDMA networks offer satisfactory performance even at this early stage of development, and conclusively prove that existing network optimization tools can be successfully applied in a '3G' network environment." http://www.mobilecomms-technology.com/contractors/networkplanning/ascom/press1.html http://www.ascom.com/ecore/WebObjects/ecore.woa/de/showRootNode/hostName_www.ascom.com.html http://www.qvoice.com http://www.swisscom.com/GHQ/content?lang=en http://www.orange.com/Textonly/investorrelations/switzerland8.asp?UID= ============================ Probably more relevant to your brand extension question but it also pertains to the re-branding of Swiss Army as an apparel/accessories line: Swiss Army/Forschner Group/Victorinox http://www.usatoday.com/money/retail/2001-11-01-swiss-army.htm http://www.luggagepros.com/swissarmyluggage/index.shtml http://www.prweb.com/releases/2003/9/prweb74052.php http://www.corporateshoppingco.com/apparel/apparel.mv ============================= Another Swiss brand extension is Nestle ranging into the area of bottled water: http://www.brandchannel.com/features_effect.asp?id=88 ============================= Switzerland to beef up their mechanical, electrical, engineering sectors under the guise of Swissmem: The Swiss mechanical, electrical and engineering industries (MEM industries) are renowned worldwide for their efficiency, innovation and technical leadership. Swissmem provides member companies in sector specific divisions and groups with a forum for information exchange and marketing activities. The groups provide sector-specific information, organize trade fairs, prepare statistics and sector indicators. http://www.swissmem.ch/eng/fachgrup.cfm ============================= In keeping with the 'monied,' land of luxury appellation of Switzerland, here is Swissoil (luxury car care products): http://www.swissol.com ============================= Swiss Army vehicles apparently have a worldwide following: http://www.pinzgauer.com/new_arrivals.htm http://www.swissarmyvehicles.com ============================= The Swiss have also acquied some world class stature in the architecture and design fields: http://www.ethlife.ethz.ch/e/articles/news/schweizerarch.html http://www.vanalen.org/exhibits/SwissSection/swiss.htm http://www.simplyswiss.com/about.htm ============================= Gourmet cookware: http://www.kuhnrikon.com http://www.swissmar.com ============================== A Swiss foundation has also become an exemplar for fair trade agreements: http://www.starbucks.ch/en/our_company_en_544.htm http://www.maxhavelaar.nl ============================== Switzerland as a top energy producer: http://www.nationmaster.com/country/sz/Energy http://www.switzerlandenergy.com =============================== Swiss sports/accessories: http://www.designdesign.cz/scripts/kategorie.asp?kat=siggaction http://www.swiss-sports-haus.com http://www.sportsvision.ch/sv/index.html =============================== Branding 'swissness': http://216.239.51.104/search?q=cache:8aiSdGG54ioJ:www.amcham.ch/chamber/content/NewsletterNY_05_03.pdf+swissness&hl=en&ie=UTF-8 Swiss-America Chamber of Commerce: http://www.amcham.ch/news/m_wage_survey_2004.htm ================================ Globilazation Rebranding of Switzerland: "On 10 October, the UNESCO General Conference elected Switzerland a member of the 58-country UNESCO Executive Board. The Executive Board is the UNESCO's main controlling body. Switzerland has not been a member of the Executive Board since 1997. On 10 October 2003, the General Conference of UNESCO member states elected Switzerland a member of Group 1 - West European States and North America ? of the UNESCO Executive Board. There were five new seats in all to be filled in this electoral group. France, Italy, Canada and the United States were elected to the other four seats. This seat on the Executive Board will enable Switzerland to strengthen its commitment to shaping and implementing UNESCO objectives and priorities. Switzerland's main priorities within UNESCO are Literacy for All, promotion of the knowledge society, the strengthening of UNESCO's role in the dialogue of civilisations, cultures and religions, the protection and preservation of the cultural heritage of mankind and the further development of international law, particularly in the field of cultural diversity. Switzerland's election to the UNESCO Executive Board is an important success for the Swiss Government?s policy of strengthening Switzerland's presence in the UN system. =============================== Incidental Linkage: =============================== Probably not all that usable, but with the popularity of the HBO series, Carnivale, there has been a renewed interest in absinthe. Switzerland has the most popular brand, LaBleue: http://216.239.39.104/translate_c?hl=en&u=http://www.lableue.biz/de/absinthe.html&prev=/search%3Fq%3D%2522La%2BBleue%2522%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8 =============================== World Advertising Research Center http://www.warc.com =============================== Many Worlds: http://www.manyworlds.com =============================== Perhaps an interesting study to watch: Religious Values and Brand Loyalty Aric Rindfleisch, Assistant Professor in Marketing, UW-Madison "The purpose of this project is to provide an examination of the relationship between religion and brand loyalty. In contrast to prior research, which is characterized by a focus on the impact of religious affiliation (e.g., Christianity, Judaism) among U.S. consumers, this study will explore the impact of religious values (i.e., the importance placed on religion) across an international sample in the United States and Singapore. Singapore provides a particularly appropriate setting for testing the boundaries of our theory, as its diverse population is comprised of large number of Buddhists, Christians and Muslims. Based on prior research in the values literature, we believe that religious values have a dynamic impact on brand loyalty, as the orthodox (i.e., focus on tradition over change) dimension of religion should enhance brand loyalty (manifest as increased behavioral commitment), while the spiritual (i.e., focus on spiritual over worldly things) should weaken brand loyalty (due to diminished psychological commitment). http://216.239.41.104/search?q=cache:n4gf4ze5XNsJ:www.bus.wisc.edu/ciber/facdev/research.asp+%22religious+values+and+brand+loyalty%22&hl=en&ie=UTF-8 =============================== Beyond Branding: http://www.beyond-branding.com/links.htm It was a pleasure doing this research for you on Switzerland and I hope there's some massagable info in this batch of linkage. Best wishes, V

Dear Martin, Is this the particular "Swiss" brand you have in mind? http://www.swisslabel.ch/img/pics/ch_made.gif Or do you mean an official, government-conducted initiative aimed at the image of products "made in Switzerland" in general? Regards, Scriptor

lindstrom - are you sure this recent rumor was not a result of the rebranding that went on as regards "Swiss" the airline, what was formerly SwissAir? www.swiss.com thanks, ragingacademic

Hi Scriptor, No your case is in fact a "brand = product" not the country. I'm looking for the project "Rebrand Switzerland" which took place between 9 and 6 months ago. Sorry - but thanks for your help. All the best, martin

Hi Martin, I'll look for some other examples this weekend but for now here's a study on Switzerland as a brand from the UBS: http://www.ubs.com/e/ubs_ch/bb_ch/market_information/outlook.Referenz.0014.pdf/B_Schweiz_e.pdf Also merging into the IT/knowledge management arena with swissnex: http://www01.imd.ch/webletter/article.cfm?num=1986 http://www.swissnex.org Power Tools (Perles of Switzerland): http://www.perles.ch/firma.asp?act=2&language=e And something unrelated but saw it and thought it might interest you: http://www.agendainc.com/brand.html Back later... V

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January 8th, 2009, posted by webmaster

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