{"id":25502,"date":"2022-10-13T08:19:43","date_gmt":"2022-10-13T08:19:43","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=25502"},"modified":"2024-10-09T07:51:11","modified_gmt":"2024-10-09T07:51:11","slug":"tendance-des-marques-en-suisse-s1-2022","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/tendance-des-marques-en-suisse-s1-2022\/","title":{"rendered":"Tendance des marques en Suisse S1 2022"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Les tendances des marques pour le S1&nbsp;2022 indiquent que Coop est en t\u00eate du classement de visibilit\u00e9 gr\u00e2ce \u00e0 sa pr\u00e9sence publicitaire, et que la pr\u00e9sence m\u00e9diatique du secteur des v\u00e9hicules en fait le plus visible de Suisse. Des marques connues sont \u00e9galement compar\u00e9es au moyen de \u00abBatailles des marques\u00bb.<\/strong><br><strong><br><\/strong>La publication \u00abTendances des marques S1 2022\u00bb de Media Focus Suisse analyse la&nbsp;<strong>pr\u00e9sence publicitaire et m\u00e9diatique<\/strong>&nbsp;de plus de 300 marques suisses r\u00e9parties dans 22 secteurs.&nbsp;<br>&nbsp;<br>La visibilit\u00e9 globale au premier semestre 2022 s\u2019\u00e9l\u00e8ve \u00e0 4,4 milliards de francs au total. Le&nbsp;<strong>Paid Media<\/strong>&nbsp;est \u00e0 l\u2019origine de 1,7 milliards de francs, tandis que le&nbsp;<strong>Earned Media<\/strong>&nbsp;en g\u00e9n\u00e8re 2,7 milliards. La proportion de la publicit\u00e9 par rapport \u00e0 la communication\/aux PR (ratio Paid\/Earned) est donc de 39% contre 61%.&nbsp;<br>&nbsp;<br>Coop d\u00e9passe Migros et s\u2019impose comme marque la plus visible de Suisse gr\u00e2ce \u00e0 sa pr\u00e9sence publicitaire. Les g\u00e9ants de la tech Google et Apple occupent respectivement la troisi\u00e8me et quatri\u00e8me place. Le secteur des v\u00e9hicules jouit d\u2019une importante pr\u00e9sence m\u00e9diatique, en faisant le plus visible.&nbsp;<br>&nbsp;<br>Cette publication propose aussi d\u2019int\u00e9ressantes \u00abBatailles de marques\u00bb issues de diff\u00e9rents secteurs, dont certains exemples sont cit\u00e9s ci-dessous. Quelle marque est la plus visible, au total et au sein des diff\u00e9rents canaux de communication? \u00abToyota ou Tesla?\u00bb, \u00abAldi ou Lidl?\u00bb, \u00abRolex ou Omega?\u00bb.&nbsp;<br>&nbsp;<br><strong>Tina Fixle, CAO de Media Focus<\/strong>: \u00abLe marketing et la communication sont des moteurs essentiels de la visibilit\u00e9 des marques. Dans notre publication \u00abTendances des marques\u00bb, nous mettons ainsi en lien les donn\u00e9es de pr\u00e9sence publicitaire et m\u00e9diatique afin d\u2019exposer une vision holistique de la visibilit\u00e9 communicative des marques sur le march\u00e9 suisse. L\u2019\u00e9valuation globale de la pr\u00e9sence des marques offre des possibilit\u00e9s de comparaison uniques.\u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/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\/FR-Markentrend.pdf\" type=\"application\/pdf\" style=\"width:100%;height:420px\" aria-label=\"Contenu embarqu\u00e9 Tendances des marques Suisse S1.\"><\/object><a id=\"wp-block-file--media-3523cfc9-b705-4efe-b2f6-1bb38ed20d96\" href=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/10\/FR-Markentrend.pdf\">Tendances des marques Suisse S1<\/a><a href=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/10\/FR-Markentrend.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-3523cfc9-b705-4efe-b2f6-1bb38ed20d96\">T\u00e9l\u00e9charger<\/a><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/03\/Tendance-des-marques-S1-2020-FR.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Tendance des marques S1 2020<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les tendances des marques pour le S1&nbsp;2022 indiquent que Coop est en t\u00eate du classement de visibilit\u00e9 gr\u00e2ce \u00e0 sa pr\u00e9sence publicitaire, et que la pr\u00e9sence m\u00e9diatique du secteur des v\u00e9hicules en fait le plus visible de Suisse. Des marques connues sont \u00e9galement compar\u00e9es au moyen de \u00abBatailles des marques\u00bb.La publication \u00abTendances des marques S1 [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[96,7,188],"tags":[],"class_list":["post-25502","post","type-post","status-publish","format-standard","hentry","category-publications","category-studien","category-tendance-de-la-marque"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tendance des marques en Suisse S1 2022 - Werbekompass<\/title>\n<meta name=\"description\" content=\"Der Markentrend von Media Focus setzt neue Massst\u00e4be zur Beantwortung von Schl\u00fcsselfragen in Marketing &amp; PR.\" \/>\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\/fr\/tendance-des-marques-en-suisse-s1-2022\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tendance des marques en Suisse S1 2022 - 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