Swissness
The term Swiss Ness (brand Switzerland, in Romandie suissitude also called ) is a perfect set for the end of the 1990s in Switzerland scheinanglizistischer neologism. The fashion concept postulates the umbrella brand strategy to position Switzerland economically as a trendy brand. The positively connoted attributes fairness, accuracy, reliability, political stability, naturalness, accuracy and cleanliness should be summarized in a phrase and marketed as typically Swiss in particular abroad.
History
For the corporate design of swissness the Swiss cross is graphically used in different variations, which has gained new popularity in the design and adorns T -shirts, handbags and other accessories. Similarly, for quite some time Swiss companies such as Swissair, Swatch, SIGG and Victorinox leaning on their company name and company logo on the name and symbols of Switzerland.
The Origin Made in Switzerland, respectively. Swiss made, inter alia, had already established in the watch industry. To generally combat abuses in the use of the Swiss cross and the name of Switzerland abroad and in Switzerland with more vigorous measures, the Federal Council supported the project Suissitude / Swiss Ness. As a published November 15, 2006 report on the protection of designations Switzerland and the Swiss cross was taken from, should be more clarity and legal certainty in the use of the name "Switzerland" and the Swiss cross for products and services are created with the amendment.
Importance
The term Swiss Ness found not only in economy and tourism use, but also in social issues and as a political slogan. The Swiss Ness can be seen as a counterpart to the Italian way, so it should appeal to the globalization seemingly tarnished self-confidence of the Swiss - thus creating a market Farming identity. On the other hand, it is to spread the joy of buying products made from Swiss production and to design objects with the Swiss cross.
According to the Zurich historian Jakob Tanner have a person who use the term "Swissness", the Swiss national symbols in mind. This had become detached from logos of state authority and would be integrated in this way in the global competition. Tanner describes swissness as an antonym to the political buzzword of the special case Switzerland, which is characterized by a complex threat and fear of foreign infiltration. According to Tanner, it involves a calm, according to the Zurich sociologist Kurt Imhof a nimble patriotism. The Swiss writer Hugo Loetscher saw in it the danger of reactionary conservatism.
Use and trademark
Swiss TV commented on 1 February 2007, the launch of a new, manufactured in Switzerland, dairy product with: " More