The Swisscom brand is managed strategically as an intangible asset and important element of the Group’s reputation management.
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.
Vision, values and the Swisscom promise determine the positioning of the Swisscom brand. Swisscom expects its employees to demonstrate trustworthiness, commitment and curiosity in everything they do. Swisscom is preparing its customers so they can make even easier use of the networked future. The ‘ready’ brand platform expresses this positioning to the outside world, which has a positive effect on the brand perception.
The ‘Swisscom blue’ product family, which combines all of Swisscom’s entertainment offerings, was upgraded and expanded in the year under review. In addition to the existing offerings Swisscom blue TV, blue Cinema and blue News, it now includes connectivity offerings on the mass market. It ensures high visibility and recognition and rejuvenates the Swisscom brand.
This is in line with Swisscom’s one-brand strategy. With respect to employer branding, Swisscom relies on its employees as ambassadors, primarily via platforms such as LinkedIn. The My Intranet App – MIA has established itself as an important tool in internal communications. It brings topics from the intranet to the mobile phones of all employees.
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 emphasise 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. The targeted sustainability campaigns have had an impact and strengthened the brand overall. This is one reason why the reputation values achieved by Swisscom are exceptionally high for a company in the telecommunications sector by global standards.
According to the Telecoms 150 report, Swisscom is the second-strongest telecommunications brand worldwide.
The ‘Brand Finance Switzerland 50 2022’ report rated Swisscom as the year’s strongest brand in Switzerland – ahead of Lindt and last year’s winner Rolex. Swisscom increased its brand value by 16% to CHF 5.6 billion, making it one of the ten most valuable Swiss brands.