In its edition of 25 December 2007 the Swiss online publication Appenzell24.ch reports on the 20 strongest Swiss trade marks and brands. A recent study ("BrandAsset Valuator") by a Swiss adverstising reveals that the Swiss consumers have a very optmisitic view of their country's economic future which is reflected in their spending habits. According to the "BrandAsset Valuator" study Swiss consumers enjoy spending hard earned money and have a strong preference for expensive and quality brands.

The 20 strongest brands in Switzerland are: Appenzeller (cheese), Circus Knie, Coca-Cola, Emmentaler (cheese), Gruyère (cheese), IKEA, Lego, M-Budget, Migros, Nivea, Ovomaltine, Die Post, Ragusa, Ricola, Rivella, Sugus, Thomy, Tilsiter (cheese), Toblerone und Zweifel.

It seems noteworthy that only four of the above brands are not Swiss - these are IKEA, Coca-Cola, Lego and Nivea - and that four of the strongest Swiss brands are cheeses. Swatch watches though, which are comparatively inexpensive, have not made it on this year's list.