In a guest commentary in the Swiss leading daily newspaper “Neue Zürcher Zeitung” Markus Renner, Co-Owner and Managing Partner of Branding-Institute, analyses the impact the FIFA corruption scandal will have on the reputation of Switzerland. As the FIFA is often regarded as a Swiss institution, the recent scandal and its ongoing presence in the news worldwide risks to severely damage the country’s reputation. Due to the Country-of Origin effect, this might also harm the international business of Swiss companies.

Click here to read the full commentary (in German).