The Swisscom brand is managed strategically as an intangible asset and an important element of the Group’s reputation management. It supports 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 the familiar and the new and standing equally for network infrastructure, best experiences, entertainment, ICT and digitisation.
In Switzerland, Swisscom offers core business products and services under the main 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. 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. Vision, values and the Swisscom promise define the positioning of the Swisscom brand. To revitalise its brand both internally and externally, Swisscom has created the brand platform “ready”. 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 offers its customers the opportunity to make easier use of the networked future and prepares them for this.
The year under review was significantly shaped by a brand-strategic decision: the bundling of the entertainment offering within the “Swisscom blue” product family. Up to then, Cinetrade, Teleclub, Kitag cinemas and Bluewin had appeared as separate brands. For customers, the connection to Swisscom was hardly noticeable. Swisscom therefore dissolved these brands in the year under review and bundled its entire entertainment offering within the “Swisscom blue” product family. “Swisscom blue” comprises blue TV (formerly Swisscom TV), blue Cinema (formerly Kitag cinemas) and blue News (formerly Bluewin). Teleclub’s services now come under blue+. This bundling makes the connection between the individual offerings clear, enables new offerings and makes the Swisscom brand with even more appealing and dynamic. All this is in line with Swisscom’s one-brand strategy. The design of “Swisscom blue” draws heavily on the best-known brand colour blue and conveys the impression of light, which plays a central role in the existing corporate design.
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 ninth place. This makes it one of the most valuable brands in Switzerland, worth around CHF 5 billion according to Brand Finance.