For beer, I always buy Urquel Pilsner or Budvar from Denner. It's about the only brand loyalty I stick to. Then again, I rarely shop for anything else.

I believe, that Switzerland isn't necessarily a brand loyal customer. Reason for that is, that it's a "on-sale based" market. Another factor could be, that it doesn't have long standing consumer products (except chocolate and cookies) like for instance the US. Think for instance Ivory soap (one of my favorites and I have a big stash at home), which has been around for ages. Or simples like Hanes or Fruit of the Loom products, Chapstick lip balm, Johnson's baby lotion and shampoos, etc. Those are all iconic products, which have been around for decades. In Switzerland, the only loyalty you may find is store loyalty and prior to German discount stores entering the market, one was either a customer from the big C or the big M.

Maggi, Knorr and Wander products have been here for ages too...

Isn't it astonishing that brands are the most valuable commodities in the world but that people are still ashamed to admit that they are consumers?

That's a very broad statement to make. You have to be well integrated and knowledgeable about a country then you will know about their brands. There are just too many to count for Switzerland. And many have been established for centuries as well. Like Roviva this company makes mattresses and has been in business since 1748; Calanda Brewery on the scene since 1780; Hurlimann Brewery, Au Bijou Jewelry, Geska Cheese, Akris clothing-this company sells clothing all over the world and very expensive I might add; Fonjallaz wine, Jezler Silverware-some of the most beautiful silverware you will find anywhere; Ciolina clothing store, Schoch Paint; Bally, which is on the Bahnhofstr in Zurich. This company has been going strong since 1851! The Swiss, or Europeans, have a more "refined" taste which not everyone is accustomed to.