Swisscom brands

The Swisscom brand is managed strategically as an intangible asset and an im­por­tant element of the Group’s reputation management. It provides optimum support for Swisscom’s business activities, gives guidance to cus­tomers and partners, and also acts to attract and motivate current and potential staff.

The Swisscom brand is im­ple­mented across all units in a consistent and high-quality manner. At the same time, it has to be extremely flexible, bridging the gap between known and new concepts and likewise standing for network and in­fra­struc­ture, best experiences and entertainment, as well as ICT and digitisation.

Core business products and services are offered under the Swisscom brand, as well as under the secondary brand Wingo and the third-party brands Coop Mobile and M-Budget. Its portfolio also includes other brands which are associated with other themes and business areas. Swisscom operates the Teleclub, Kitag and Cinetrade brands, which help to position the Group in the entertainment field. Outside Switzer­land, Swisscom’s main market is Italy, where it operates under the Fastweb brand. The strategic management and de­vel­op­ment of the entire brand portfolio is an integral part of corporate com­mu­ni­ca­tions.


Society, tech­nol­ogy and the en­vi­ron­ment are changing ever more rapidly. A brand must absorb these changes while offering direction and stability. Swisscom expects its employees to demonstrate trustworthiness, commitment and curiosity in everything they do. Based on these foundations, Swisscom presents itself as a reliable provider, builds on its position as market leader and opens up new business areas. Swisscom gives its cus­tomers the op­por­tu­nity to take ad­van­tage of the networked future easily.

The year under review was shaped by the strategic decisions taken in the previous year. The more flexible corporate design, which is increasingly geared to digital ap­pli­ca­tions and is intended to spotlight cus­tomers and their options even more, has been extended to a wide range of touchpoints. The Swisscom promise and design are visible and tangible in all of Swisscom’s offerings, products and com­mu­ni­ca­tion mea­sures.

Trustworthiness and service remain im­por­tant factors in confirming to existing cus­tomers that they made the right decision in opting for Swisscom and in winning new cus­tomers, while also helping to underscore the im­por­tance of Swisscom for Switzer­land: Swisscom is part of a modern Switzer­land, is always recognisable as a Swiss company and positions itself clearly and credibly through its stance on responsibility. All this rounds off the positive image of the Swisscom brand and enriches the Group’s multi-faceted customer relationships. This is one reason why the reputation values achieved by Swisscom are exceptionally high for a company in the telecom­mu­ni­ca­tions sector by global standards.

External rankings also confirm this image. In the “Switzer­land 50” survey carried out by Brand Finance, Swisscom ranks in eighth place. This makes it one of the most valuable brands in Switzer­land, worth around CHF 6 bil­lion according to Brand Finance.