{"id":190365,"date":"2022-10-13T08:19:43","date_gmt":"2022-10-13T08:19:43","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=190365"},"modified":"2025-06-19T14:13:33","modified_gmt":"2025-06-19T14:13:33","slug":"brand-trend-switzerland-h1-2022","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/","title":{"rendered":"Brand Trend Switzerland H1 2022"},"content":{"rendered":"\n<p class=\"has-medium-font-size\"><strong><em>Brand Trends<\/em> for the first half of 2022 shows that Coop is the most visible brand in Switzerland, thanks to its advertising presence, while media presence makes \u201cautomotive\u201d the most visible sector. Plus, well-known brands go head-to-head in the \u201cBattles of the Brands\u201d.<\/strong><br><strong><br><\/strong>The <em>Brand Trends<\/em> publication for the first half of 2022 from Media Focus Switzerland analyzes the <strong>advertising and media presence<\/strong> of more than 300 brands across 22 sectors in Switzerland.<br>&nbsp;<br>Total visibility in the first six months of 2022 amounted to CHF 4.4 billion, all told, with CHF 1.7 billion generated via <strong>paid media<\/strong> and CHF 2.7 billion via <strong>earned media<\/strong>. The relationship between advertising and communications\/PR (paid\/earned ratio) sits at 39:61 percent.<br><br>Thanks to its advertising presence, Coop beats out Migros as the most visible brand in Switzerland, followed by tech heavyweights Google and Apple in places 3 and 4. The automotive sector remains the most visible industry, due to its substantial media presence.<br><br>Plus, the publication encompasses exciting <strong>\u201cBattles of the Brands\u201d<\/strong> from various sectors, including the following fields. Which is the most visible brand, both overall and in individual communications channels? Toyota or Tesla? Aldi or Lidl? Rolex or Omega?<br>&nbsp;<br><strong>Tina Fixle, CAO at Media Focus<\/strong>: \u201cMarketing and communications are key drivers of brand visibility. That\u2019s why our <em>Brand Trends<\/em> publication brings together data on advertising and media presence to generate a holistic view of brand visibility, in terms of communications, within the Swiss market. Holistically evaluating brand presence enables comparisons to be made.\u201d<\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/10\/Markentrend-EN.pdf\" type=\"application\/pdf\" style=\"width:100%;height:420px\" aria-label=\"Embed of Brand Trend 2022.\"><\/object><a id=\"wp-block-file--media-4c660a08-d9fe-4853-b3c3-386e8fe2f2d2\" href=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/10\/Markentrend-EN.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Brand Trend 2022<\/a><a href=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/10\/Markentrend-EN.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-4c660a08-d9fe-4853-b3c3-386e8fe2f2d2\">Download<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Brand Trends for the first half of 2022 shows that Coop is the most visible brand in Switzerland, thanks to its advertising presence, while media presence makes \u201cautomotive\u201d the most visible sector. Plus, well-known brands go head-to-head in the \u201cBattles of the Brands\u201d.The Brand Trends publication for the first half of 2022 from Media Focus [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[97],"tags":[],"class_list":["post-190365","post","type-post","status-publish","format-standard","hentry","category-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Trend Switzerland H1 2022 - Werbekompass<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Trend Switzerland H1 2022 - Werbekompass\" \/>\n<meta property=\"og:description\" content=\"Brand Trends for the first half of 2022 shows that Coop is the most visible brand in Switzerland, thanks to its advertising presence, while media presence makes \u201cautomotive\u201d the most visible sector. Plus, well-known brands go head-to-head in the \u201cBattles of the Brands\u201d.The Brand Trends publication for the first half of 2022 from Media Focus [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/\" \/>\n<meta property=\"og:site_name\" content=\"Werbekompass\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-13T08:19:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-19T14:13:33+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/werbekompass.ch\/en\/#\/schema\/person\/a333b5d12f143bda142c03ed61ad591d\"},\"headline\":\"Brand Trend Switzerland H1 2022\",\"datePublished\":\"2022-10-13T08:19:43+00:00\",\"dateModified\":\"2025-06-19T14:13:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/\"},\"wordCount\":251,\"articleSection\":[\"Media Focus Studies\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/\",\"url\":\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/\",\"name\":\"Brand Trend Switzerland H1 2022 - Werbekompass\",\"isPartOf\":{\"@id\":\"https:\/\/werbekompass.ch\/en\/#website\"},\"datePublished\":\"2022-10-13T08:19:43+00:00\",\"dateModified\":\"2025-06-19T14:13:33+00:00\",\"author\":{\"@id\":\"https:\/\/werbekompass.ch\/en\/#\/schema\/person\/a333b5d12f143bda142c03ed61ad591d\"},\"breadcrumb\":{\"@id\":\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/werbekompass.ch\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Brand Trend Switzerland H1 2022\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/werbekompass.ch\/en\/#website\",\"url\":\"https:\/\/werbekompass.ch\/en\/\",\"name\":\"Werbekompass\",\"description\":\"Wichtige Begriffe aus der Werbung und Medien\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/werbekompass.ch\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/werbekompass.ch\/en\/#\/schema\/person\/a333b5d12f143bda142c03ed61ad591d\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/werbekompass.ch\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/a606b0855c371f3993daa18f245c488c80a7f5dcc064bf0b8ec44f755958d13f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/a606b0855c371f3993daa18f245c488c80a7f5dcc064bf0b8ec44f755958d13f?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"url\":\"https:\/\/werbekompass.ch\/en\/author\/xeit\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Brand Trend Switzerland H1 2022 - Werbekompass","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/werbekompass.ch\/en\/brand-trend-switzerland-h1-2022\/","og_locale":"en_US","og_type":"article","og_title":"Brand Trend Switzerland H1 2022 - Werbekompass","og_description":"Brand Trends for the first half of 2022 shows that Coop is the most visible brand in Switzerland, thanks to its advertising presence, while media presence makes \u201cautomotive\u201d the most visible sector. 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