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Image Resilience after Multiple Crises. The Case of Switzerland in the United States

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  • Pasquier, Martial
  • Zumofen, Raphael

Abstract

In today’s world, country’s reputation and image have become key issues, widely believed to be success factors both economically and politically. Nevertheless, managing a country’s brand is complex and leads to two positions that are potentially contradictory: On the one hand, a country’s image can be influenced either by promotional activities. On the other hand, a country’s image is a construct that is very difficult to delimit and is highly stereotyped. This contribution study the impact of two major crises on the image of Switzerland in the United States: the unclaimed wartime deposits crisis in 2000 and the UBS and banking secrecy crisis in 2009. It shows that despite the fact that a substantial proportion of the public and of opinion leaders was aware of both crises, the image of Switzerland was unaffected, which tends to support the hypothesis of strong stability of a country’s image.

Suggested Citation

  • Pasquier, Martial & Zumofen, Raphael, 2015. "Image Resilience after Multiple Crises. The Case of Switzerland in the United States," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 69(2), pages 182-192.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2015-2-182
    DOI: 10.5771/0042-059X-2015-2-182
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    Cited by:

    1. Vincent Mabillard & Renaud Vuignier, 2017. "The less transparent, the more attractive? A critical perspective on transparency and place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 348-359, November.

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