Does the debate about banking secrecy affect Switzerlands image in China?
M.S.: Detailed analyses have shown that the issue has not influenced Switzerland’s image in China up to now. swissinfo.ch: How would you assess the current image of Switzerland in China? M.S.: Switzerland already has an excellent image in China. The 2006 image study showed that it ranks highest compared with benchmark countries and that both the general public and opinion-leaders rate Switzerland very positively. This positive image is based on stereotypes. Associations such as beautiful scenery, chocolate and watches are widespread and while political stability, environmental protection and quality of life are rated positively, Switzerland’s innovative potential and its international competitiveness are less known and evaluated more critically. Such a positive ranking cannot be taken for granted and Switzerland needs to be continuously promoted in China in order to keep and further develop this positive image.
