Swisscom brands

The Swisscom brand is managed strategically as an intangible asset and im­por­tant element of the Group’s reputation management.

In Switzer­land, Swisscom offers products and services from its core business under the blue brand, as well as under the Wingo secondary brand 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.

The purpose, vision and values apply to all com­pa­nies in the Group. Swisscom expects all its employees to align their behaviour with the three corporate values of trustworthiness, commitment and curiosity. Individual promises serve to differentiate the individual brands and make them relevant to specific cus­tomers. No changes have been made to the Swisscom brand in the reporting year. The ‘ready’ brand platform expresses Swisscom’s positioning to the outside world, which has an ad­van­tageous effect on the brand perception.

In terms of employer branding, Swisscom relies on its employees as ambassadors, primarily via social platforms such as LinkedIn. The My Intranet App MIA is an im­por­tant tool for internal com­mu­ni­ca­tions. It brings topics from the intranet to the mobile phones of all employees.

Trustworthiness, network quality, service and increasingly also ESG commitment are 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. 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.

The Brand Finance ‘Schweiz 50 2024’ study ranked Swisscom as the second strongest brand in Switzer­land in the year under review. Swisscom’s brand value remained practically unchanged at CHF 6 bil­lion, making Swisscom one of the ten most valuable Swiss brands.