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
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
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
What counts is exclusivity: how the Bernese company, Jumi AG, markets its local produce.
Mike Glauser und Jürg Wyss, CEOs, Jumi AG, Boll BE
Safeguarding marketing and distribution: why the fittings manufacturer EKU, from Thurgau, places importance on comprehensive IP protection.
Heinz Schmidhauser, CEO, EKU AG, Sirnach TG
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
Trade mark protection for niche providers - Gabriela Manser turns Flauder into a trend drink.
Gabriela Manser, CEO, Mineralquelle Gontenbad AG, Gontenbad AI
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
United against ‘Swissness’ misuse – the IPI and Swiss exporters are working together
IPI Director General becomes delegate in the Administrative Council of the European Patent Organisation
Counterfeits are costing Switzerland dearly – a new OECD study concludes
Switzerland still in the lead – despite fewer patent applications
Swiss Innovation Forum 2020 to be held as an online festival