These are the strongest brands in the world – a Swiss company breaks the top 10 Will the SBB pull the plug on Eurocity in Munich?

Every year, the British brand rating institute Brand Finance publishes the Global 500 Report, which lists the most valuable and strongest brands in the world. Brand Finance is considered one of the most renowned companies when it comes to valuing brands worldwide.

When assessing brands, numerous factors are taken into account. The size of the company and the market determines the value of a brand. That’s why tech giants like Apple, Microsoft and Google top this category.

In addition to the most valuable brands, the strongest brands are also announced. According to Brand Finance, the strongest brand in 2024 will be the messaging service WeChat from China, which achieved the best rating of AAA+. Google was at the top in 2023, but the company fell to third place this year.

Besides WeChat, only eleven brands achieved the coveted AAA+ rating: YouTube, Google, Marina Bay Sands, Wuliangye, Deloitte, Coca-Cola, Netflix, Rolex, Ferrari, Moutai and ICBC.

According to this ranking, Rolex is the strongest Swiss brand – and at the same time the strongest brand in Europe. In 2023, the watch company landed in 19th place and had risen no less than 56 places. Now the brand has gained another ten places and will be in 9th place in 2024.

Swisscom is optimistic

Swisscom, on the other hand, has again deteriorated compared to last year. In 2023, the telecom company surprisingly ranked third among the strongest brands. This year it finished twelve places behind, at number 15.

At Watson’s request, Swisscom comments on this year’s rankings:

Hubacher adds that the differences between the top brands in points achieved are very small – Swisscom only lost 2.4 points, but “in the close ranking” that makes “a big difference in terms of places”.

Because Swisscom does not yet know the details of the report, they cannot currently give reasons for the result.

This is what the ranking of the most valuable brands in Switzerland looks like

In addition to the global ranking, Brand Finance also selects the 50 most valuable brands in Switzerland every year – the last report was published in September 2023. As last year, Nestlé took first place. Rolex, on the other hand, climbed from 4th to 2nd place, overtaking UBS (3rd place) and Roche (4th place).

However, not much has happened in Swiss brand value developments, as there are no newcomers or dropouts at the top. The five most valuable brands showed ten percent growth over the previous year, with Rolex accounting for the majority of the growth with an increase of 32 percent.

Credit Suisse is still 10th in this ranking, but the research and assessment took place in late 2022, well before Credit Suisse’s collapse. The placement of UBS, which has integrated Credit Suisse into its business, will be exciting this year.