"Swiss" signifies quality.

Fonction News

Many Swiss firms have decided that the word "Swiss" stands for quality and reliability. Among them, is Switzerland's largest life insurer, Swiss Life, which has announced a makeover of its corporate identity by dropping its other name, "Rentenanstalt".

Swiss life states that it had decided to go under one name in future in order to better promote the company internationally.

It already used the name Swiss Life everywhere, but in German-speaking Switzerland was also known as "Rentenanstalt", which roughly translates as "pension institution".

The company also said its current structure was too complex, and would be replaced by a clearer and simplified organisation of its businesses.

Swiss Life is the latest in a series of Swiss companies to opt for the English word "Swiss" instead of the native German-, French- or Italian-language alternatives.

Switzerland's national airline chose to call itself "swiss", following in the same vein as its predecessor, Swissair.

The country's biggest telecoms operator is called Swisscom, while the world's second-largest reinsurer goes by the name of Swiss Re.

Richard Kuhn, a professor of marketing at the University of Bern, says Swiss businesses have opted to use the name "Swiss" partly because they hope to profit from the values...

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