Author: Michael Domeisen
What does “Switzerland“ mean to you? A tourist destination? A herd of Simmental cows? A strong business location or a tax heaven? Origin of quality products? A German airline? A hot spot of high prices and strong currency?
The values underlying the nation brand “Switzerland” are manifold. And so are the challenges when it comes to manage a nation brand. Checking out www.switzerland.com gives you an impression about the number of stakeholders caring about the management of it.
Consequently, managing the nation brand is influenced by policy-making processes and economic interests. It is the federal agency “presence Switzerland”, which manages the nation brand “Switzerland”. In 2009, it published the guideline “How to work with Brand Switzerland”.
According to a newsletter published by “presence Switzerland” in August 2012, the nation brand shall be linked to values such as innovations in health care and education and an increased international collaboration.
The Overall Nations Brand Index (GfK, 2012) ranks “Switzerland” as number 9 out of 50.
Dear Michael, this is in my opinion a fascinating subject! I strongly believe that all Swiss inhabitants &/or citizens represent some aspects of “Swissness”, benefit anyhow from the Brand Switzerland and are thus also stakeholders of it. It is all our responsibility to deliver the high promises of Brand Switzerland since we all are direct or indirect beneficiaries of it. Have a look at Study Swissness Worldwide – Summary http://svcc.ch/business-opportunity/Swissness-Worldwide-Summary-5-1-09.pdf conducted by htp St.Gallen and McCann Erickson in cooperation with the University of St.Gallen, which reveals a few more details about how Switzerland is seen abroad.