Victorinox and Rega enjoy best reputation

Victorinox with headquarters in Ibach has pushed Migros from Zurich off the top spot in the rankings of most famous companies in Switzerland. The latter had been number one for eight years, but has now dropped down to second place. As in the previous year, the food manufacturer Zweifel from Spreitenbach in the canton of Aargau was once again at number three. These are results from the latest GfK Business Reflector, a representative survey of the Swiss population conducted by the market research company Growth from Knowledge (GfK). 

This is the first time Victorinox has been top of the rankings. The GfK Business Reflector is a reputation benchmarking system comprising rational, emotional and ethical components. The fact that Victorinox is “seen as the absolute top company in its market, offering better products and services than other companies” is a “wonderful accolade” said Victorinox CMO Viktoria Elsener in a GfK press release. It is a testament that “our efforts to grow Victorinox while showing regard for our tradition in recent years is being recognized and valued by consumers. This gives us a great boost.” 

Migros was by far the highest scorer in the category of social and moral reputation. Zweifel impressed most with its products. At four and five in the rankings were Ricola and Lindt & Sprüngli, also consumer goods manufacturers. The sanitary products group Geberit improved by two positions to be ranked sixth, while SBB moved up six places to eighth. Mobiliar is at number nine and Logitech at ten.

In the ranking of non-profit organizations, Swiss Air Rescue (Rega) topped the list, followed by the Swiss Red Cross and the Swiss Paraplegic Foundation. “Rega impressed with its services,” explained Dr Anja Reimer from GfK Switzerland. “It has a high level of recognition as an organisation and is one with which the Swiss identify very strongly.”