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 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 brands Wingo and SimplyMobile (Coop Mobile from 9 January 2019) and the third-party brand M-Budget. Its portfolio also includes other brands which are associated with other themes and business areas. The Teleclub, Kitag and Cinetrade brands, also operated by Swisscom, 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 and be ahead of them. For this reason, Swisscom revamped its ten-year corporate identity and corporate design in the year under review: Swisscom’s vision, values and promise have been reviewed in terms of their relevance to the customer, refined and simplified. Swisscom expects its employees to demonstrate trustworthiness, commitment and curiosity in everything they do. On this basis, Swisscom will present itself as a reliable provider, build on its position as market leader and open up new business areas. Swisscom gives its customers the opportunity to take advantage of the networked future easily.

Specifically, Swisscom has made its corporate design more flexible and increasingly geared it to digital applications. The design is intended to highlight still more the customers and their possibilities. The Swisscom promise and design are visible in all offers and products as well as in its 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 over CHF 6 bil­lion according to Brand Finance.