Swiss Brand Observer Top Brand and Top Mover Award 2023: These are the winners

The Swiss Brand Observer, the largest continuous brand tracking system in Switzerland, once again examined and evaluated 200 brands from seven sectors last year. The top performers in eight categories, including "innovation", "environmental sustainability" and "corporate social responsibility", will be honored by Link with the Swiss Brand Observer Top Brand Award 2023. The first-placed brands in the respective sectors as well as the brand that has performed best across all sectors will be honored. The eight categories examined cover a wide range of parameters, from quality and price to contribution to society. What all categories have in common is that they can be directly or indirectly of decisive importance for the success and impact of a brand.

In addition to the Top Brand Award, Link is once again presenting the Swiss Brand Observer Top Mover Award this year. This award recognizes brands in seven categories that have developed particularly positively over the past year. Specifically, all brands that have stood out in one or more categories with a statistically significant development between the beginning and end of the year are honored.

Weekly 26 KPIs of relevant brands from Switzerland

The Swiss Brand Observer has been tracking 26 KPIs of relevant brands from Switzerland every week since September 2021. Since last June, a total of 225 brands have been evaluated from the perspective of around 250 people selected as representative of the Swiss population. Both short-term changes in a brand's KPIs, such as TV advertising perception, and long-term trends, such as brand trust, can be observed.

The winners at a glance

Top Brand Award: Consideration category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Galaxus
- Over-the-counter retail: Migros
- FMCG Brands: Doubts
- Provider & service provider: SBB
- OVERALL WINNER: Migros

Top Brand Award: Quality perception category

- Financial service providers: Cantonal banks
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Galaxus
- Over-the-counter retail: Möbel Pfister
- FMCG Brands: Lindt
- Provider & service provider: SBB
- OVERALL WINNER: Lindt

Top Brand Award: Value for money category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: M-Budget Mobile
- Online retail: Galaxus
- Over-the-counter retail: Migros
- FMCG Brands: Frey
- Provider & service provider: SBB
- OVERALL WINNER: Migros

Top Brand Award: Ecological Sustainability category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Coop online
- Over-the-counter retail: Migros
- FMCG Brands: Ricola
- Provider & service provider: SBB
- OVERALL WINNER: SBB

Top Brand Award: Corporate Social Responsibility category

- Financial service provider: Raiffeisen
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Migros online
- Over-the-counter retail: Migros
- FMCG Brands: Rivella
- Provider & service provider: SBB
- OVERALL WINNER: Migros

Top Brand Award: Innovativeness category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Netflix
- Online retail: Galaxus
- Over-the-counter retail: Ikea
- FMCG Brands: Doubts
- Provider & service provider: SBB
- OVERALL WINNER: Twint

Top Brand Award: Brand trust category

- Financial service providers: Cantonal banks
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Galaxus
- Over-the-counter retail: Migros
- FMCG Brands: Ricola
- Provider & service provider: SBB
- OVERALL WINNER: Migros

Top Brand Award: Buzz positive category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Netflix
- Online retail: Galaxus
- Over-the-counter retail: Migros
- FMCG Brands: Doubts
- Provider & service provider: SBB
- OVERALL WINNER: Twint

Top Mover Award

- Consideration: Neon, Revolut, yuh, Assura, Vaudoise, Disney+, Coop Mobile, Salt, Amavita, Mobilezone, Uber Eats

- Brand trust: Ikea

For the Top Mover Award, the Swiss Brand Observer only recorded winning brands in the Consideration and Brand Trust categories this year. In all other categories, there were insufficient positive changes that were statistically significant. While consideration is part of the sales funnel, trust in a brand generally reflects the most important image facet. The fact that only one brand and only one of six image categories (including all other six categories apart from Consideration and Buzz positive) was able to significantly increase a value in the past year shows how difficult it is for a brand to improve its image in a statistically significant way within a year. There was no top mover award for buzz positive, as it is a parameter that is often subject to short-term fluctuations.

It is therefore not surprising that eleven out of twelve winning brands in the Top Mover Awards were recognized for their changes in consideration. The only winner outside of Consideration is furniture giant Ikea in the Brand Trust category.
Both the Swiss Brand Observer Top Brand and the Top Mover Award are being presented for the second time this year.