Whatsapp is the most popular brand in Switzerland.
That’s never happened before: a US brand is the most popular in Switzerland. The WhatsApp messenger service is ousting Migros. The Swiss retail trade and American tech giants are particularly well received by the population. Whatsapp, Migros, Google, Coop and YouTube. This is the ranking of the five most popular brands in Switzerland.
Coop’s online presence Coop.ch (now in 18th place), the payment app Twint (up 8 out of 23) and the discounter Denner, which belongs to the Migros Group (up 14 out of 28), made the greatest gains in favor with the Swiss. This is the conclusion of the “Brand Indicator Switzerland” study published on Tuesday under the leadership of Zurich advertiser Frank Bodin (60).
SRF literally crashes
In contrast, traditional brands such as SRF (42nd out of 12), Ovomaltine (37th out of 18), Rivella (56th out of 22) and the Lufthansa subsidiary Swiss (65th out of 33) have lost much of their popularity. Many well-known brands like Nestlé, Nike, Coca-Cola or McDonald’s didn’t even make it into the top 100.
There is a clear trend towards digital brands among the young population. The five most popular brands among 16 to 29 year olds are Google, Whatsapp, iPhone, Netflix and Youtube. In addition, in this age group, Coop has overtaken Migros (to 9th place) in 6th place. Twint and the Post are also in the top 10 for boys.
brands of the future
The study praises Google, Whatsapp, Coop, Coop Supercard and Twint as the five most popular brands of the future. Denner and Swiss are also among the top 10 of these brands with the supposedly best prospects.
At least that is the result of a survey of the “Influencial Opinion Leaders” (IOP), the opinion makers in Switzerland, as the study says. These are always ahead of the curve, influence their followers and set trends.
Migros loses with the boys
Migros, on the other hand, is not among the top 10 brands of the future. Migros is thus losing even more ground with the IOP than with the young. It only ranks 24th – and thus still behind the competing brands Lidl, Denner, Prix Guarantee, Coop City and Coop.ch.
“That shows a bad future momentum,” study editor Bodin is quoted as saying. If Migros does not succeed in addressing younger generations better again, it will also lose its top position in the general population, which it has held for years.
The “Brand Indicator Switzerland” study is based on an online survey of 2,279 people aged 16 to 65, which is representative by language region, age and gender. The survey was conducted from November 21 to 28, 2022. (pbe/SDA)