"Switzerland: A Brand Name That Sells" - Part II

A survey of citizens from the European Union has shown that "the conventional stereotype of Switzerland as a country of mountains, banks, watches and chocolate continues to enjoy widespread currency. In addition, the "Made in" image of Switerland has long been associated with premium inernational quality, exclusiveness, above-average levels of environment friendliness and precision. A recent survey carried out by Wirthlin Worldwide asked interviewees what qualities they associated with Swiss companies. The responses: conservative, closed, discreet and efficient." (Primary Source: “Switzerland: A Brand Name That Sells” by Rudolf Pauli for UBS OUTLOOK, 2002)