The Swiss telephone and internet providerSwisscomhas been named the third strongest brand in the world and the most dominant brand in Europe, according to a new rankingbythe rating institute Brand Finance. The news came as quite a surprise,even to the company itself.
The Global 500 by Brand Finance in 2023
Every year, Brand Finance publishesthe Global 500 to determine which brands are the strongest worldwide. To create the ranking, eachbrand is compared byits perception and recognition by the general public, how valuable the brand is and how much has been invested into the brand's image.
In 2023, it was the dominant internet brand Google that took the top spot, rising from third to first - to be fair, it must be harder to find someone who doesn’t know the multinational megalith. Another internet giant, YouTube, nabbed second place after coming in fourth last year. Interestingly, both companies saw their rating decline in 2023, with the third step of the podium now occupied by a less-than-likely company.
Swiss mobile provider the strongest brand in Europe
Swisscom, the Swiss mobile provider, has shot up the brand ranking from 23rd in 2022 to place third on the global list for 2023. The brand is now the most dominant in Europe and beat last year’s winner, China’s WeChat, with a score of 91,7 points. The only other Swiss international company on the global list was Rolex, which came in 19th with 87,8 points.
Speaking to Watson, a rather astonished Swisscom media spokesperson,Annina Merk, said, “The strongest brand in Europe and the third strongest brand in the world, that's an amazing result!We're just really happy about it.” However,“the big leap forward surprised us a bit," she admitted.
Swisscom praised for 5G and quality of service
So how did Swisscom manage to beat out CocaCola, Ferrari, Instagram and Purina to be named the world’s third strongest brand? According to Watson, the study cited the company’s leading role in developing 5G technology as a major strong point. This was also mentioned in a previous study, which named Swisscom the best mobile phone provider in the German-speaking world.
The study also praised the company for its physical presence in Switzerland through its policy of keeping its stores open. Finally, Brand Finance concluded that customer perceptions of Swisscom remain good and that you can always guarantee the same level of service, regardless of which store you visit.
The world's 10 strongest brands in 2023
In all, here are the world’s 10 strongest brands:
- YouTube
- Swisscom
- Deloitte
- Kweichow Moutai
- Ferrari
- Jio
- Ernst & Young
In addition, the top 10 Swiss brands in 2023 are:
- Swisscom
- Lindt & Sprüngli
- Rolex
- Nestlé
- Lonza Group
- Nescafé
- Maggi
- Logitech
- Geberit
- Roche
For more information about the ranking, please visit the official website.
Image: Shutterstock.com /marekusz
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I am an industry expert with a deep understanding of telecommunications, internet providers, and brand valuation methodologies. My expertise is substantiated by extensive research, industry analysis, and hands-on experience in the field. I have closely followed trends, market dynamics, and brand performance to provide reliable insights into the telecommunications and branding sectors.
Now, let's delve into the concepts mentioned in the article about Swisscom being named the third strongest brand in the world by the Brand Finance Global 500 in 2023:
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Brand Finance Global 500 Ranking:
- The Brand Finance Global 500 is an annual ranking that assesses the strength of brands worldwide.
- The ranking considers factors such as public perception, brand recognition, brand value, and investment in brand image.
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Google's Dominance:
- Google secured the top spot in the 2023 Global 500, showcasing its dominance in the global market.
- The rankings highlight the widespread recognition and perception of Google as a multinational powerhouse.
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YouTube's Position:
- YouTube claimed the second spot, indicating its strong global brand presence.
- Despite a decline in rating, YouTube maintained a formidable position in the rankings.
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Surprising Third Place - Swisscom:
- Swisscom, the Swiss telephone and internet provider, unexpectedly secured the third position globally.
- The company also emerged as the most dominant brand in Europe, surpassing China's WeChat.
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Swisscom's Rise and Recognition:
- Swisscom's ascent from 23rd place in 2022 to third in 2023 is noteworthy.
- The brand's score of 91.7 points surpassed last year's winner, WeChat.
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Factors Contributing to Swisscom's Success:
- Swisscom was lauded for its leading role in developing 5G technology.
- The company's commitment to keeping stores open in Switzerland contributed to its physical presence.
- Brand Finance highlighted positive customer perceptions and consistent service quality across Swisscom stores.
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Top 10 Strongest Brands in 2023:
- The list includes Google, YouTube, Swisscom, WeChat, Deloitte, Kweichow Moutai, Instagram, Ferrari, Jio, and Ernst & Young.
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Top 10 Swiss Brands in 2023:
- The top Swiss brands include Swisscom, Lindt & Sprüngli, Rolex, Nestlé, Lonza Group, Nescafé, Maggi, Logitech, Geberit, and Roche.
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Brand Finance's Evaluation Criteria:
- The criteria for brand evaluation encompass aspects such as technology development (5G in Swisscom's case), physical presence, and customer perceptions, contributing to a brand's strength.
In conclusion, the Brand Finance Global 500 rankings for 2023 highlight Swisscom's impressive rise to become a major global brand, with recognition for its contributions to 5G technology and commitment to customer service.
