The Swiss cross also has a symbolic marketing value and has become one of the most familiar brands in the world. It stands for "Swissness", an attitude to life and a promise of quality. The elegant red and white coat of arms borne by Swiss products inspires a high level of credibility and trust. The Swiss cross is a symbol for success and quality. People all over the world associate this symbol with the values of elegance, exclusivity, innovation, reliability and respect for the environment. The uninterrupted boom of the Swiss brand in the new century is probably also due to the current trend towards a return to tradition and ethnic identity; a longing for dependability in an uncertain world; and the search for sustainable values and concepts.