Despite one of the most successful banking advertising campaigns for years, UBS’s image has not helped it to score high among its home audie...

Despite one of the most successful banking advertising campaigns for years, UBS’s image has not helped it to score high among its home audience. A recent survey of the reputation of Switzerland’s largest companies has ranked UBS last. The survey, conducted by the New York- and Copenhagen-based Reputation Institute, saw Swiss supermarket chain Migros topping the rankings. Credit Suisse did not do much better than UBS, coming in third last. But the cooperative bank Raiffeisen ended with the second-highest reputation. “Of the three largest Swiss banks, Raiffeisen is the only one that earns praise from consumers; Credit Suisse and UBS are among the lowest rated of Switzerland’s largest firms,” said the survey. But there was a consolation prize for UBS, the bank’s chairman Marcel Ospel was named as one of the top three Swiss managers. The other two being Nicolas Hayek of SWATCH Group and Benedikt Weibel of Swiss Federal Railways. The Reputation Institute asked 1,100 Swiss consumers what they thought of their country's largest companies (by market valuation) for the Global RepTrak Pulse 2006 survey. Contributors were selected by geographical location, age, gender and income to form a representative sample of the Swiss population.