Migros is once again the most popular brand in Switzerland
Published: Thursday, Feb 15th 2024, 08:10
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Migros has regained the top spot as the most popular and strongest brand in the "Brand Indicator Switzerland" ranking. In the previous year, the retail giant had been edged out by WhatsApp. The messenger service is now in second place, followed by Google, coop.ch and the payment app Twint.
According to the press release on the study published on Thursday, Migros has made gains among young people in French-speaking Switzerland in particular. However, the survey was conducted before the Migros management decided to restructure the group. Among other things, Migros is planning to sell its subsidiaries Hotelplan and SportX and will cut around 1,500 jobs.
The "Brand Indicator Switzerland" (BIS), compiled under the direction of Zurich-based advertiser Frank Bodin, remains dominated by brands from the retail and consumer goods sector as well as digital global brands. The Migros label "From the region, for the region", which was included for the first time, immediately took sixth place. Le Gruyère and Lindt ranked 8th and 9th respectively.
Meanwhile, the group brand Coop slipped to seventh place, but Coop remains well represented in the top ten with coop.ch and Coop Supercard (10). The upward trend of coop.ch is spectacular, according to the press release. In 2022, the brand was ranked 118th as coop@home, 18th in 2023 and now 4th. migros.ch, on the other hand, is only ranked 100th.
The BSI study is based on an online survey of 2631 people aged 16 to 65, which is representative in terms of language region, age and gender. The survey was conducted from November 21 to 30, 2023.
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