Switzerland’s Positive Image Abroad

In view of the constantly growing global competition it is no longer enough for enterprises to distinguish their products by quality and equipment features alone. In order to ensure that a product does not go unnoticed in the marketplace, it is necessary to create an individual image for this product and even for the corresponding enterprise. A positive image increases the anticipation of making a unique experience with a product.


© Emi Cristea -

However, it is not only products or companies that we associate with certain images; it is also countries to which we attribute specific values and properties. These are often transferred automatically to the enterprises located there. Therefore, the positive image of a country can also have a positive effect on international business.

Today Switzerland is a country that is very keen to cultivate its image. A company like STORZ MEDICAL, in turn, can underscore its uniqueness by pointing to the distinctive local features in order to stand out. The ability to create a positive and authentic image and present oneself successfully to the world becomes an important competitive advantage.

People associate much more with Switzerland than the typical pictures of impressive mountain ranges, lush meadows and happy cows. High-quality products such as watches, penknives, medical instruments, but also cheese and chocolate are clearly being associated with Switzerland, too. The labels »Made in Switzerland« and »Swissness« have undoubtedly become an established sign of quality.


© ezoom -, © BeTa-Artworks -

Typical Swiss values are, for example:

  • Fairness
  • Precision
  • Reliability
  • Accuracy
  • Cleanliness
  • Sense of quality
  • High work ethic
  • Exclusiveness


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Venerdì, 14 Agosto 2020

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