Consumers make buying decisions every day. Product brands can help them to decide which product to buy. This is because they allow the consumer to make a connection between the product and the manufacturer, the quality, the origin and the price. Manufacturers individualise their products or services through trade marks and their depiction of them. Here, entrepreneurs tell about their own brand strategy experiences.
In response to the new "Swissness" regulations that entered into force at the beginning of 2017, Rikon CEO Tobias Gerfin now manages two brands.
Thobias Gerfin, Kuhn Rikon AG, Rikon ZH
With their lucrative premium image, Lantal Textiles AG can demand a brand premium from its customers. Here, we look at why.
Thomas Burst, Lantal Textiles AG, Langenthal BE
The cross and the logo
There are no concessions on the internet, as Thomas Heinrich, founder of bestswiss.ch, discovered in relation to his trade mark.
Thomas Heinrich, Best Swiss Products AG, Bern BE
Back in step
A fatal inheritance: why Barbara Artmann, CEO of Künzli SwissSchuh AG, no longer leaves brand management up to chance.
Barbara Artmann, Künzli SwissSchuh AG, Windisch AG
The coveted “Belper Knolle”
What counts is exclusivity: how the Bernese company, Jumi AG, markets its local produce.
Mike Glauser und Jürg Wyss, CEOs, Jumi AG, Boll BE
Sliding with top performance
Safeguarding marketing and distribution: why the fittings manufacturer EKU, from Thurgau, places importance on comprehensive IP protection.
Heinz Schmidhauser, CEO, EKU AG, Sirnach TG
Standing up to free riders
Worldwide success with wooden games - cuboro boss Matthias Etter keeps free riders at bay with the help of trade mark protection.
Matthias Etter, CEO, cuboro AG, Hasliberg Reuti BE
Aroma – a matter of taste
Trade mark protection for niche providers - Gabriela Manser turns Flauder into a trend drink.
Gabriela Manser, CEO, Mineralquelle Gontenbad AG, Gontenbad AI
Cabinet maker with ambition
Exclusivity and protection against imitators - the Appenzeller Thomas Sutter focuses on design protection with his new chair and table models.
Thomas Sutter, CEO, Thomas Sutter AG, Appenzell AI
15.02.2019 | Partners and initiatives
Young researchers are ready for the world of intellectual property
Successful interregional collaboration in the field of patents and health
Info event on using strategic patent analyses on 11.4.2018 in Zurich
14.02.2018 | Event
Stakeholder Discussions on: Innovation, availability and affordability of medical products. Can we achieve it all?
27.09.2017 | Event
Séminaire IPI / LES: «développements récents en droit des marques», jeudi le 9 novembre 2017 au Novotel Genève