‘If it says Swiss on it, it should have Swiss inside it’

‘If it says Swiss on it, it should have Swiss inside it’

Brand value is in the eye of the beholder. But when that brand is a nation, the process can be extremely complex, as Switzerland’s government, parliament and federal institutions have come to realize ever since they started working on the "Swissness" project five years ago, writes contributor Marton Radkai. 

Swiss shoppers pay more for ‘Swiss made’ goods

Swiss shoppers pay more for ‘Swiss made’ goods