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Swisscom brands

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 future 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.

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Society, tech­nol­ogy and the en­vi­ron­ment are changing ever more rapidly. A brand must absorb these changes while offering direction and stability. To that end, Swisscom has given the imagery and individual design elements of its brand a gentle makeover. Vision, values and the Swisscom promise determine the positioning of the Swisscom brand. To revitalise its brand both internally and externally, Swisscom works with the brand platform it created in 2020: ‘ready’. It 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 even easier use of the networked future and prepares them for this. The ‘ready’ brand platform expresses this positioning to the outside world, which has a positive effect on the brand perception measured.

The ‘Swisscom blue’ product family, which combines all of Swisscom’s entertainment offerings, became well es­tab­lished on the market in the year under review. It ensures a high level of visibility and recognition, particularly via Swisscom blue TV and blue News. Swisscom blue aims to continue making the connection between the individual offerings clear, enables new offerings and makes the Swisscom brand even more appealing and dynamic. All this is in line with Swisscom’s one-brand strategy. Swisscom has also made its mark in terms of employer branding. The ‘My Internet App – MIA’ brings topics from the intranet to the mobile phones of all employees, thus strengthening identification with the company and helping employees to act as ambassadors for the brand.

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 diverse 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 assessments also confirm this image. In the ‘Switzer­land 50’ study conducted by the consulting firm Brand Finance, Swisscom moved up one place in the list of the most valuable Swiss brands and is now ranked eighth. According to Brand Finance, the Swisscom brand is worth nearly CHF 5 bil­lion.