This way, the Swiss Casinos visit establishes itself as a desirable recreational offer. The Swiss Casinos brand now portrays more sex appeal inspired by the glamor and entertainment offer of Las Vegas. While regional differences are partially negligible, the overall brand is strengthened as such.
By expanding the segments and adjusting the market performance, new market potential should be tapped. While a market differentiation was primarily achieved through the location so far, an independent brand promise for the Swiss Casinos brand should facilitate a differentiation from the competitors in the future. Brandpulse develops an umbrella brand strategy for Swiss Casinos with a uniform brand for all casino operations and repositions the Swiss Casinos brand. The saturated Swiss casino market – there are 19 casino businesses all over Switzerland – forces the Swiss Casinos Group to strengthen its own market position: The casino operations of Swiss Casinos have to evolve from a classic casino to an entertainment center.
