Swatch Group top of the pops when it comes to consumer reputation

Swiss watchmaker Swatch Group CEO Nick Hayek gives a press conference on March 12, 2014 to present annual results of the worlds No. one watchmaker in Corgemont. AFP PHOTO / FABRICE COFFRINI (Photo credit should read FABRICE COFFRINI/AFP/Getty Images)

Swatch Group officially has one of the best reputations in the business, according to a new survey.

The Reputation Institute of the Swiss Market Index is the biggest reputation study in Switzerland and analyses ‘emotional bond’ of the general public with the company, with trust, admiration, appreciation all being taken into consideration.

The results for 2018 saw Swatch Group in second place, just behind bathroom manufacturer Geberit, with Richemont ranking a close third.

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Each company is judged on a RepTrak Framework, where seven key areas are assessed, including products/services, innovation, workplace and leadership.

Swatch Group recorded a RepTrak Pulse of over 70 points, which is considered ‘strong’.

Third position Richemont achieved 69.7 points.

In 2018, almost all companies surveyed worldwide (97%) suffered a decline in their reputation.

For Switzerland, Reputation Institute has seen an upward trend over the last five years..

According to this year’s survey, new recipes are needed to build and strengthen reputation. Pure brand awareness is no longer enough, it needs quality and depth in customer relations. Businesses need to engage with their audiences and have a broad understanding of their role in society — and communicate as much as possible through all available channels.

The 2018 Reputation Ranking of the SMI Companies:

1. Geberit (76.2) 11. Swiss Life (63.2)
2. Swatch Group (75.6) 12. Zurich Insurance (60.9)
3. Richemont (69.7) 13. Nestlé (60.6)
4. Swiss Re (69.0) 14. Julius Bär (56.1)
5. Swisscom (66.5) 15. Adecco (55.5)
6. Givaudan (65.7) 16. Lonza (55.2)
7. Roche (65.3) 17. Novartis (54.6)
8. ABB (64.5) 18. Credit Suisse (52.2)
9. Sika (64.3) 19. LafargeHolcim (50.2)
10. SGS (64.3) 20. UBS (48.9)

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