Shareholders' Letter

Swisscom Ltd
Our brand
The Swisscom brand was created in 1997 following the transformation of the former PTT into a
postal and telecommunications company and in particular in anticipation of its flotation in 1998.
It has systematically and consistently undergone further development. In spring 2008, Swisscom
simplified its brand architecture in line with its guiding principles and new corporate strategy. All
products and services have since been offered under the Swisscom brand.
Swisscom Switzerland Fastweb Swisscom IT Services Swisscom Participations Others
The brand strategy was further pursued in 2010. By stepping up the successful association with
the Teleclub Cinetrade brand, the Swisscom brand gained in visibility in the film and cinema world,
thereby enhancing the credibility of Swisscom’s competence in the entertainment sector. With
the new product Swisscom TV Air for television over the Internet and over mobile devices, the
brand is media-appropriate and customer-focused.
According to Interbrand, the Swisscom brand is valued at CHF 4.8 billion (status in 2009), putting
it in seventh place on the list of Switzerland’s leading brands. With a recognition level of 98%
(unprompted) and 100% (prompted), virtually the entire population of Switzerland knows the
Swisscom brand. Swisscom’s brand portfolio also includes brands such as Fastweb, Comit or
Cablex, which represent other competencies.