Brand Evaluation—Holistic Brand Relaunch for a Future-Proof Swiss Post (M. Hadorn)

Marc Hadorn ()

Chapter 15 in Brand Management, 2026, pp 283-294 from Springer

Abstract: Abstract InCase study – brand evaluation the face of declining mail volumes, rising digital competition, and increasing internal fragmentation, Swiss Post embarked on one of the most far-reaching strategic and brand transformations in its history. This case study explores how the historic and widely trusted national institution reinvented itself under the guiding strategy “Swiss Post of Tomorrow”. With a newly appointed executive team at the helm, the organization undertook a comprehensive realignment of its identity, culture, and experiences to ensure continued relevance and competitiveness in the digital age.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-50245-4_15

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DOI: 10.1007/978-3-658-50245-4_15

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