Very simply, the Swiss flag consists of a white equilateral cross on a red square background. Traditionally, the flag stands for freedom, honor and fidelity. Recognizable today on a global scale, the flag has also come to represent neutrality and peace. However, the list of associations does not end here...
In the eyes of the consumer, the Swiss flag is a seal of approval, a visual shorthand representing luxury, quality, precision and trust. This terribly impressive list of high-end associations has been developed over the years by a collective of successful Swiss companies which together have shaped the way the world views Switzerland. It is not surprising that the Swiss flag is now a powerful icon that is being leveraged by marketers around world whether or not there is any legitimacy behind it's use.
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