Purpose, vision, values and the Swisscom promise determine the positioning of the Swisscom brand. Swisscom revamped its positioning in the year under review. Its new vision is: ‘Innovators of Trust: The most trusted Swiss tech innovator creating unique customer experiences with positive impact for society’. In addition, the scopes of validity of the individual elements of the company’s positioning are now even more transparent: the purpose, vision and values apply to all companies in the Group. Swisscom also expects all employees to demonstrate trustworthiness, commitment and curiosity in everything they do. Individual promises serve to differentiate the individual brands and make them relevant to specific customers. No changes have been made to the Swisscom brand. As it has done up to now, Swisscom is preparing its customers so they can make even easier use of the opportunities presented by the networked future. The ‘ready’ brand platform expresses this positioning to the outside world, which has a positive effect on the brand perception.
Trustworthiness, service and network quality 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, always remains 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 telecoms sector by global standards.
According to the Telecoms 150 2023 report, Swisscom is the strongest telecoms brand worldwide.
The Brand Finance Switzerland 50 2023 study rated Swisscom as the strongest brand in Switzerland in the year under review – ahead of Lindt and Rolex. According to the Telecoms 150 2023 study, Swisscom is also the only telecoms brand in the world with an AAA+ rating. It increased its brand value by 8.2% to CHF 6.0 billion (previous year CHF 5.6 billion), making it one of the ten most valuable Swiss brands.