Beyond Reputation: the Legitimacy of Swissness

Swissness is one of the most valuable national assets in the world. It adds up to 20% to the price of a product on average, and up to 50% in luxury and watchmaking. Switzerland ranks first globally for reputation, trust, and governance. But reputation only tells half the story. Beneath it sits legitimacy: the acceptance that Swiss origin means quality and reliability before the question is even raised. Reputation moves with the news cycle. Legitimacy moves with decades.

Based on an original study covering 19 countries, 13 languages, and 48.8 million data points, we will examine how Swissness is discussed today, where pressure is building, and what this means for Swiss companies and institutions. We will also introduce practical frameworks for monitoring legitimacy alongside reputation, and for assessing organizational exposure to the forces shaping their environment in the years ahead.

Program : 

This event will be held in English. 

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