Brand Management | Swiss Life is renowned for its proven expertise in pensions and long-term savings and for the outstanding quality of its services. It is the market leader in Switzerland, a fact reflected in its self-assured marketing slogan “Provide for the future with the number one”. In 2007, Swiss Life again succeeded in enhancing the recognition value of its brand in all its markets.
In spring 2004, Swiss Life introduced a simplified brand structure and a uniform corporate identity across the Group. The brand underscores the company’s image as a specialist in financial provisions for the future and as a trustworthy partner for private individuals and companies. Swiss Life companies all operate under the same brand, which strengthens the staff’s identification with the Group and the potential for international positioning. While using the Swiss Life brand, the companies in the individual countries can nevertheless set their own priorities in advertising campaigns based on their specific market position, distribution policy and competitive situation.
In Switzerland, the company’s market presence is built on the brand promise “Prepared for the future”, which has been relaunched several times since 2004. In the current year, the company has positioned itself with a slogan reflecting its confidence: “Provide for the future with the number one”. At the end of 2007, Swiss Life was one of the insurance companies with the highest brand recognition values – 21% unprompted and 73% prompted – whereby it held its own among the major all-lines insurance groups. The appeal of the Swiss Life brand has been consistently on the rise over the past few years, thanks especially to the perceived characteristics of trustworthiness, competence and being prepared for the future. Swiss Life reinforces its market appeal with sponsorship activities predominantly in the areas of football and running on the one hand and classical music and film on the other. The greatest amount of attention is no doubt generated by the company’s sponsorship of the Swiss national football team. This sponsorship agreement has been extended for another four years up to the 2012 European Championships. And of course Swiss life is especially pleased to be able to support the national side in 2008 on the occasion of the European Championships staged in Switzerland itself.
Outside Switzerland, the brand’s chief strengths are the associated qualities of Swissness, trust and security. In its marketing campaigns in Germany, Swiss Life emphasises the company’s longstanding tradition and reliability. Thanks to the systematic expansion of advertising activities, the brand recognition values rose markedly in 2007 to 8% unprompted and 25% prompted. Brand awareness levels in France also improved, reaching 53% unprompted and 3% prompted in the year under review. The strongest image component associated with the brand there is trustworthiness. Further strengthening the brand in all markets remains a high-priority goal in view of Swiss Life’s ambitious growth targets.
Brand identity is characterised by five corporate values
Expertise | We offer first-class solutions for pensions and long-term savings. This expertise is based on our proven professional competence and many years of experience.
Proximity | We foster close relationships with our customers and partners and endeavour to understand their needs. This proximity enables us to provide optimum solutions tailored to their requirements.
Openness | We nurture open and direct dialogue both within and outside of our organisation. This approach builds trust in the work we do.
Clarity | We communicate clearly and offer products and services that are comprehensible. This clarity gives our customers and partners a sense of security.
Commitment | We work with commitment and enthusiasm to help our customers, staff and shareholders achieve their goals. This commitment forms the basis of long-term partnerships, and enables us to meet our social responsibilities.
In July 2004, Swiss Life became the sponsor of the Swiss Football Association and the Swiss national teams.
