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 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.