I prodotti e servizi svizzeri continuano a godere di una buona immagine all'estero tuttavia, quanto a reputazione, vengono per la prima volta superati dal "Made in Germany". Lo indica uno studio dell'Università di San Gallo. Su una scala da 1 a 10 i prodotti e servizi tedeschi ricevono il voto 8.0, quelli elvetici 7,9. Seguono quelli giapponesi (7.6), statunitensi (7.4) e britannici (7.3).
I consumatori svizzeri e stranieri sono disposti a spendere anche oltre il doppio per un orologio di lusso con il marchio "Swissness", per formaggi e cosmetici fino al 50% e per le vacanze sulla neve il 7%. I settori in cui si è meno disposti a pagare un supplemento per la bandiera rossocrociata sono le compagnie aeree, le tecnologie dell'informazione e della telecomunicazione e la fabbricazione di macchine.
I prodotti e servizi elvetici sono considerati simboli di affidabilità e fidatezza, lusso ed esclusività nonché tradizione così come ecologici e rispettosi dell'ambiente. Quale miglior ambasciatore del marchio rossocrociato è stato citato Roger Federer, che rappresenta valori come affidabilità e disposizione al duro lavoro; seguono Guglielmo Tell e Albert Einstein.
ats/joe.p.
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