The government of Switzerland is considering new laws to protect the widely respected “Made in Switzerland” brand image. According to numerous surveys, products made in Switzerland carry an image of high quality, reliability, and luxury. The legislation would allow brands to use the Swiss flag but not the coat of arms. Several brands have protested such as Victorinox and Touring Club Switzerland, both using the coat of arms in their brand image for over 100 years. It will be interesting to see where the Swiss government draws the line.
More on Swiss-Brand relationships at Brand Channel.
