From world-renowned confectionery, watchmaking and financial services, to engineering brands, the Swiss economy demonstrates diversity and excellence, according to Brand Finance’s annual report on the most valuable Swiss brands. Luckily, some of them are present in Jordan.
Nestlé Group was ranked the top Swiss brand in 2018, with a brand value estimated at $18,890 billion. The company began in Switzerland in 1867 when founder Henri Nestlé developed infant food in response to the need for an affordable alternative for mothers who couldn’t breastfeed their babies. After a few years, the product was marketed in Europe and in 1874, Nestlé developed its condensed milk product to contend with the Anglo-Swiss Condensed Milk company. The two companies merged in 1905, the year after Nestlé added chocolate to its line of foods. The company formed factories in the United States, Britain, Spain, and Germany and began manufacturing in Australia.
In the 1920s, Nestlé was creating new chocolate and powdered beverage products, adding to the product line once again. Nestlé developed Nescafé in the 1930s and Nestea followed. Today, Nestle’s products include baby food, medical food, bottled water, breakfast cereals, coffee, tea, dairy products, ice cream, frozen food, pet foods, and snacks.
UBS Group AG
UBS is a Swiss multinational investment bank and financial services company founded and based in Switzerland. It maintains a presence in all major financial centers as the largest Swiss banking institution in the world. The bank is known for its strict bank-client confidentiality and banking secrecy culture. Following decades of market competition between the Swiss Bank Corporation and UBS, the two merged in 1998 to create a single company known solely as UBS.
Apart from private banking, UBS provides wealth management, asset management, and investment banking services for private, corporate, and institutional clients with international service. UBS manages the largest amount of private wealth in the world, counting approximately half of the world’s billionaires among its clients. The company ranked in second place in Switzerland’s most valuable brands, with an estimated value of $8,583 billion in 2018, up 22 percent. The company enjoyed a year of outstanding brand value growth, compared to other brands in the top 10.
ABB is a Swiss multinational corporation headquartered in Zurich that operates mainly in the areas of robotics, power, heavy electrical equipment and automation technology. It ranked 341 on Fortune 500’s global list in 2018 and has been a global Fortune 500 company for 24 years. With a market value of around $50 billion, Zurich-headquartered ABB ranks among the world’s largest conglomerates. The brand is valued at $8,028 billion, according to the report, making it Switzerland’s third most valuable brand.
Zurich Insurance Group
Zurich is a Swiss insurance company and Switzerland’s largest insurer. The group ranks as the world’s 91st largest public company according to Forbes’ Global 2000 list, and in 2011 it ranked 94 in Interbrand’s top 100 brands. It is organized into three core business segments: General Insurance, Global Life and Farmers. The company employs almost 54,000 people and serves customers in more than 170 countries and territories. The brand is valued at $6,991 billion.
Founded in 1856, Credit Suisse has a global reach with operations in about 50 countries and 46,840 employees from over 170 different nations. The company aims to be a leading wealth manager, with strong investment banking capabilities, and follows a balanced approach to wealth management. Their brand is an expression of longstanding commitment to helping clients achieve their growth ambitions, build and expand their businesses, and meet their objectives. They are dedicated to their clients and it shows. The brand is valued at $6,497 billion, making it in the top five most valuable Swiss brands.
The founder of Roche, Fritz Hoffmann-La Roche, was a pioneering entrepreneur who was convinced that the future belonged to branded pharmaceutical products. That’s why, in 1896, Hoffmann-La Roche launched his company in Basel, Switzerland. He was among the first to recognize that the industrial manufacture of medicines would be a major advance in the fight against disease. Since then, Roche has grown into one of the world’s leading healthcare companies and today is valued at $6,254 billion.
A pioneer of wristwatch genius since 1905, Rolex was the origin of landmark innovations in watchmaking. For over a century, Rolex watches have accompanied explorers and achievers around the world, from the top of the highest mountains to the deepest reaches of the ocean. It was founded by Hans Wilsdorf and Alfred Davis in London, England but moved its base of operations to Geneva, Switzerland in 1919. Forbes ranked Rolex 64 on its 2016 list of the world’s most powerful global brands. Rolex is the largest single high-end watch brand and produces about 2,000 watches per day. The brand was valued at $6,203 billion in this year.
Swisscom AG is a major telecommunications provider in Switzerland with a market share of 60 percent mobile, 67 percent for broadband and 33 percent for TV telecommunication. Swisscom’s image is that of a credible, trustworthy and reliable provider for residential and business customers. The company concentrates their brand rather than diversifying it and is razor focused on providing the best service that it can. It is one of the most popular brands in Switzerland and is part of the country’s history and identity, striking a balance between traditional values and a modern image. The company is valued at $6,047 billion.
Swiss Reinsurance Company Ltd, known as Swiss Re, is a reinsurance company and the world’s second largest reinsurer. It operates through offices in more than 25 countries and was ranked 118 in Forbes 2000 Global leading companies in 2016. It was also ranked 313 in Fortune Global 500 in 2015. Swiss Re’s financial strength, long-standing client relationships and status as a knowledge company are just a few distinct strengths it possesses. Reinsurance consists of two segments, Property and Casualty and Life and Health. Their business unit operates globally, both through brokers and directly with clients, and provides a large range of solutions for risk and capital management. The brand comes in last in 2018’s report and is valued at $4,453 billion.