The name “Swiss” or for example “Swiss Made” really shows how a brand works.

First of all. It’s not a trademark. No one has registered “Swiss” as a Trademark. However if you try to use it for your Chinese clock you probably will get a letter from Bern.

But most of all. What really happens when you put “Swiss” on something? Well watches becomes very expensive (even though they don’t always keep the time correct), chocolate becomes better, the water cleaner, any kind of mechanic works without any kind of noise, the train goes on time etc etc.

What is exactly the brand “Swiss” worth for the people in Switzerland? I don’t have a clue, but I am sure it’s a lot.