Research - 28.06.2010 - 00:00 

Swissness defies the financial crisis

The Swiss designation of origin continues to be extremely valuable – not only in Switzerland but all over the world. Evidence of this is provided by the study "Swissness Worldwide 2010".


25 May 2010. Despite the economic crisis and the minaret initiative, Swiss products and services continue to enjoy a high degree of popularity. In the international perception, Swiss banks are coping with the crisis relatively unscathed. However, action is required with regard to the international communication of Switzerland’s innovative power.

This is shown by the current study “Swissness Worldwide 2010” with 3700 interviewees wordwide, which was conducted by the Institute for Marketing at the University of St.Gallen (HSG) and htp St.Gallen Managementberatung AG in cooperation with GfK Switzerland and McCann Erickson.

Switzerland pulls off the feat of earning a high degree of international respect while still being perceived as likeable. Swiss products and services, too, enjoy an excellent reputation worldwide. In a comparison, the products of no other country are perceived in such a positive way.

They are considered to be particularly reliable, high-end and luxurious. Accordingly, they are also associated with comparatively higher prices but still not so much with innovative power.

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