Brand Trend Switzerland 2019

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Q1 - Q4 2019: Quarterly Development

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Visibility 6.0 billion: Ø 11.0 million per brand

Total measured visibility of the 523 brands amounts to CHF 6.0 billion (gross) in 2019.

Visibility evenly spread over the quarters

The percentage shares of the four quarters in the total visibility for the year all move within the range of 23 to 26 percent. The highest share of
visibility for the year is achieved in Q4, with a good 26 percent.

50 brands = 50% of market presence

The three largest sectors retail trade & food, vehicles and finance generate over half of overall visibility.

Brand visibility: 54% uncontrollable

Earned visibility in 2019 lies slightly above paid visibility. The ratio between advertising and media presence is 46:54.

Most visible sectors: retail trade & vehicles

The vehicles sector achieves the greatest earned visibility, at 805 million. Retail trade & food generates the most advertising expenditure, at 795 million.

Christmas advertising pushes paid visibility in Q4

Paid brand visibility in the overall market only lies above earned visibility in Q4. This is due to the advertising campaigns for the Christmas period
(+36% compared to Q3).

Thirst-quenching: beverages in summer high

The beverages sector achieves 62 percent of overall visibility in Q2 and Q3, with over a third of the visibility for the year being generated in the months leading up to summer in Q2. This trend can be seen both in the paid and earned sector.

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.
  • Telecommunications and beverages have almost identical paid-earned-ratio.

Top 10 Brands Visibility

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Migros is able to defend its top position in the visibility ranking from the previous year. Just behind, it is followed by eternal rival Coop, which achieved higher overall visibility in the second half of the year than Migros. Overall, the two retail giants are almost on a par. While Coop leads the way in the paid sector, Migros excels in earned media.

With a large gap separating it from the top two, SBB secures the bronze medal thanks to the third-highest earned share of all brands. Swisscom comes in at fourth place, closely followed by UBS.

The top 10 was completed by further brands from the vehicles sector, Credit Suisse and Apple. Rather unsurprisingly, the two major banks, UBS and Credit Suisse, both achieve the highest earned shares. Due to the Iqbal Kahn affair, however, many of these mentions have negative connotations. The 10 most visible brands accounted for 24 percent of visibility in the entire Swiss brand sample.

Top 10 Brands Virality

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*Additional virality parameters have been included in the virality value calculation since Q4 2019. This results in higher virality values throughout all sectors and brands in Q4. Accordingly, Q4 has the greatest influence on the position in the annual ranking.

The three most viral brands of 2019 are Nikon, BMW and Audi. Despite a weak start to the year at place 122 in the first quarter, Nikon secures the highest virality of all brands over the entire year. This is primarily due to the frequent mentions in social media relating to images shot with Nikon cameras. These social media posts also benefit the two other camera manufacturers Canon in fifth place and Sony in ninth place in the ranking.

6 of the 10 most viral brands are car brands. Especially in Q1, in the run-up to the Geneva Motor Show, these brands achieve high virality values – before the virality sharply declines again during the second quarter. The exception is VW; the corporation based in Wolfsburg fluctuates between position 7 and 11 in the ranking over the quarters.

The only brand in the top 10 that is neither associated with cars nor cameras is the sporting goods giant Nike, ranking eighth.

Battle of the Brands

Samsung vs. Huawei

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Digital & Household: 15 Brands

  • Both Samsung (2) as well as Huawei (3) occupy podium positions in the visibility ranking for the digital & household sector. Here, Samsung has a buffer of around CHF 16 million over the Chinese rival. The only sector representative with an even higher visibility than Samsung is Apple.
  • Samsung generates advertising expenditure of CHF 30 million (gross) through paid media in 2019. This value is almost identical to the visibility achieved through earned media (29.4 million). In the paid sector, Huawei generates only half as much advertising expenditure as Samsung (14.6 million), but is on a par in the earned sector (30.1 million). Here it is important to note that the intensive coverage of Huawei in connection with 5G was often subject to controversy and critical discussion.
  • It is noteworthy that both Samsung and Huawei still have improvement potential mainly in the areas of SEO and Internet ads. While Samsung is also the number one in the sector for cinema advertising, Huawei refrains from both cinema and radio advertising in 2019.

Pfister vs. Interio

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Construction, Industry, furnishings: 12 Brands

  • Möbel Pfister (rank 4) and Interio (rank 7) both move in the mid-range of the brand sample from the construction, industry, furnishings sector, measured in terms of overall visibility. Pfister achieves overall visibility of 15.8 million in 2019, while Interio generates a value of 13.8 million.
  • Both representatives achieve this visibility mainly through paid media, although the paid/earned ratio for Pfister is far more one-sided than for Interio. Also in absolute figures, Interio achieves a higher earned visibility (5.4 million) than Möbel Pfister (3.0 million). In the paid sector, which is the main driver of overall visibility for the two competitors, Pfister clearly leads with 12.7 million compared to the 7.2 million of Interio.
  • While Möbel Pfister primarily excels with classic paid channels, Interio is strong in terms of print news and Internet ads.

Ricardo vs. Tutti.ch

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Service: 10 Brands

  • With a total visibility of 15 million, Ricardo grabs 1st place in the ranking of the 10 most visible service brands in Switzerland. The online auction house's persecutor Homegate ranks 2nd by a hair's breadth, while Switzerland's largest online flea market, Tutti.ch, occupies 9th place (3.1 million).
  • The paid-earned-ratio is similar for the two marketplaces: The lion’s share of brand visibility is achieved with paid advertising, as confirmed by the internal sector trend – only two of the 10 analysed brands have a higher visibility due to reporting coverage than paid advertising.
  • Industry leader Ricardo is among the 5 most visible brands in the sample, apart from social media (rank 6) on all channels used. By contrast, Tutti only enters the top five in the earned media channel of influencers and in SEO.

Twin Analysis 2019: Denner

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Omnichannel Mix Twins

Barilla and SportXX have a similar distribution of visibility throughout all earned and paid media compared with Denner.

Paid-Earned-Ratio Twins

The paid-earned-ratio for Denner is almost identical to the ratio for discounter rival LIDL. Škoda likewise achieves a comparable paid/earned ratio in 2019, with similarly large overall visibility.

Paid Mix Twins

Similar to Denner, meat producer Bell and optician McOptic also focus on classic media for paid visibility. TV, print and outdoor advertising account for most of the advertising pie.

Earned Mix Twins

The earned visibility of Denner primarily comprises mentions in print and online news portals. Within the sector, the shares of the earned channels for Nestlé are structured similarly, as well as for BNP Paribas outside the sector.

Omnichannel Earned & Paid 2019

Top 10 Earned

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Top 10 Paid

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