Brand Trend Switzerland 2018

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Q1 - Q4 2018: Quarterly Development

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Visibility 6.4 billion: Ø 12.3 million per brand

Total measured visibility of the 523 brands amounted to CHF 6.4 billion (gross) in 2018.

Quarterly increase in overall visibility

The highest visibility was achieved in Q4 – this was approx. 30% of the
annual total. Q3 had a 24% share, Q2 and Q1 23% each.

182 brands = 53% of market presence

The three largest sectors Retail trade & food, Vehicles and Finance generate over half of the overall visibility.

Brand visibility: 51% uncontrollable

Paid and earned visibility balanced each other out in 2018. The ratio between advertising and media presence was 49:51.

Most visible sectors: retail trade & vehicles

The vehicles sector achieved the greatest earned visibility, at 866 million. Retail trade & food generated the most advertising expenditure, at 848 million.

Summer flu: pharmaceuticals collapse

The pharmaceuticals & health sector recorded a sharp fall in brand visibility in Q2 (-18%) and Q3 (-35%), from which it did not recover until Q4 (+51%). This development was driven by paid visibility.

Christmas boom: 24% increase

In Q4, total brand visibility rose by 24 per cent, compared to Q3. The reason for this was a higher earned presence (+22%), as well as Christmas advertising campaigns (+28%).

Total Industry Visibility

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Key Facts

  • Vehicles remain the undisputed number one in terms of earned media presence.
  • Retail trade & food are the most visible sectors overall thanks to their high advertising expenditure.
  • Services and cosmetics & toiletries have similar paid-earned ratio and volumes.

Top 10 Brands Visibility

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There are no surprises at the top of the visibility ranking for 2018 as a whole. The two retail trade giants, Migros and Coop, dominated the Swiss brand sample. Migros stayed ahead of its major rival thanks to considerably greater visibility for earned media.

SBB, Swisscom and Apple trailed far behind in places 3 to 5, whereby the differences in overall visibility between these brands were minimal. Schweizerische Bundesbahnen
secured one of the top spots due to its second place in terms of earned visibility. However, Swisscom and Apple benefited to a larger extent from paid brand visibility and
had a more balanced paid-earned ratio than SBB.

The Top 10 was completed by brands from the vehicles and banking sectors. Mercedes was the most visible car manufacturer and UBS the most visible financial institution. The 10 most visible brands accounted for 22 percent of visibility in the entire Swiss brand sample.

Top 10 Brands Virality

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Viewed over 2018 as a whole, UBS, Nestlé and Canon were the three most viral brands. At the start of the year, UBS benefited from high-reach articles in the financial media. As Switzerland's most valuable brand, Nestlé will automatically possess high virality potential. And Canon – like Sony – is often mentioned in connection with photos and videos on social networks and benefits from use of its cameras by customers.

The vehicles sector experiences a viral highpoint every March thanks to the Geneva Motor Show, as demonstrated by Audi and others. The virality of car brands subsided
once it was over. The only exception was Tesla. Media articles about the American electro-pioneer were reliably spread throughout the year.

In contrast, SBB and MySwitzerland.com benefited from the virality of travel and tourism images, which mainly featured in the media over the second half of the year.

Battle of the Brands

Emmi vs. Rivella

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Rivella (4) was clearly ahead of Emmi (7) in the beverages segment. Rivella achieved this result with almost twice as much advertising pressure (13.4 million) as Emmi (7.4 million). In the earned arena, Rivella (4.7 million) also outclassed its competitor from Lucerne (1.7 million). Despite its lower gross expenditure, Emmi performed impressively, especially in terms of Internet searches: the company took fourth place for Internet ads, which also include SEA visibility. It even ranked third for organic searches. Paid advertising was more important than earned visibility for the beverages sector, as illustrated by the paid-earned ratios for both brands. Both drinks manufacturers mainly invested in TV and out-of-home advertising and therefore had a similar paid media mix.

Raiffeisen vs. Postfinance

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PostFinance (52.7 million) and Raiffeisen (48.2 million) had almost the same level of overall visibility in Switzerland. PostFinance was therefore the third most visible bank, followed by Raiffeisen in fourth place. Raiffeisen mainly achieved this visibility through earned references (42 million), which were strongly negative, however, in light of the Vincenz scandal. The credit union is therefore unlikely to have welcomed the active coverage in the earned media. PostFinance, on the other hand, had a balanced paid-earned ratio. Its advertising pressure of 26.3 million was the highest among the 20 most visible banks. This advertising pressure was heavily focused on TV media, which the bank used to highlight its involvement in sports sponsorship, among other things.

Salt vs. Sunrise

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In the telecommunications sector, UPC (2nd / 33 million), Sunrise (3rd / 32 million) and Salt (4th / 26 million) competed fiercely for the second highest visibility, behind
Primus Swisscom (1st / 125 million). When it acquires UPC in late 2019, Sunrise is expected to have won this battle once and for all, at least for the time being. Salt will therefore need a clever brand strategy to maintain its visibility in 2019, despite the ongoing concentration of the market environment and despite the lower advertising pressure (16 million by Salt versus 22 million each by UPC and Sunrise). Salt is keeping pace with Sunrise in TV and out-of-home advertising, but losing a great deal of paid brand visibility in print and Internet advertising. In terms of earned presence, Salt (9.8 million) and Sunrise (9.7 million) are neck and neck.

Twin Analysis 2018: SBB

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Omnichannel Mix Twins

Compared to SBB, Vögele Shoes and Verkehrsbetriebe Zürich had a similar distribution of visibility across all earned and paid media.

Paid-Earned-Ratio Twins

In terms of brand visibility, VBZ and Mercedes had a very similar paid-earned ratio to SBB. Mercedes, in particular, compares well with Bundesbahnen, due to its high absolute visibility.

Paid Mix Twins

In terms of advertising, SBB mainly focuses on print, TV and out-of-home. ZVV and Raiffeisen pursue very similar strategies, albeit with much smaller advertising budgets.

Earned Mix Twins

SBB earns media presence via both print and online news portals as well as web references. Within the sector, the same applies to VBZ. Outside the sector, Chrysler is an earned twin.

Omnichannel Earned 2018

Top 10

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Flop 10

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Omnichannel Paid 2018

Top 10

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Flop 10

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