The Cooperative as Brand

One-Day Seminar for Cooperatives in Switzerland

Discover the essential aspects for successfully positioning and marketing your cooperative. Our one-day seminar in cooperation with Idée Coopérative – competence center for cooperatives in Switzerland – offers you valuable insights into the role of cooperatives, concrete tools and practice-oriented knowledge.


Icon of a Mortarboard – Degree
Confirmation of participation
Rochester-Bern Executive Programs
Icon of a Clock – Course Start
November 9, 2023
Icon of a Location Pin – Venue
University of Bern
Icon of a Calendar - Events
Full day
8:45 – 16:45
Icon of a Stopwatch – Duration
1 day
Icon of a Clock in front of a Schedule – Application Deadline
Application Deadline
September 30, 2023
Icon of a Wallet – Program Fees
Program Fees
CHF 650
For members of the Idée Coopérative (ICG) CHF 499
Icon of a Speech Bubble – Language
Program Language

Program Details

Goals & Benefits

The seminar aims to capture the core of the cooperative, to recognize and implement the potential of the cooperative form of business in terms of marketing strategies, thereby further strengthening the reputation and social significance of the cooperative. With the help of concrete recommendations and practical examples from various industries, cooperatives are to be defined as a strong brand in order to gain competitive advantages on the market.

Program Schedule & Speakers
Arrival & Welcome Coffee
08:45 – 09:15
Welcome | Presentation of the Participants and the Program
09:15 – 09:30
Henrik Schoop | Petra Joerg
Managing Director, Idée Coopérative | CEO, Rochester-Bern
Input Presentation I | Origin, History & Values of the Cooperative
09:30 – 10:30
Hilmar Gernet
Cooperative expert
Input Presentation II | Positioning & Purpose of the Cooperative
10:45 – 11:45
Thomas Deigendesch
Managing Partner, Jung von Matt BRAND IDENTITY AG
Panel Discussion incl. Q&A |Generation Y&Z: Mindset, Values/Needs, Communication
13:00 – 14:00
Rahel Schaad | Tatjana Zbinden
Managing Director, Cleverclip | Advisor "Modern Work" & Consultant
Practical Example | „From cooperative purpose to tangible brand“
14:00 – 15:00
Silja Stofer
Head of Corporate Communications, fenaco
Workshop | Development of a Cooperative Positioning for an SME Cooperative
15:15 – 16:15
Silja Stofer | ICG
Head of Corporate Communications, fenaco
Reflection Window | What are our take-aways?
16:15 – 16:45
Henrik Schoop | Petra Joerg
Managing Director, Idée Coopérative | CEO, Rochester-Bern

Please note that courses and dates can be subjects to change.

Target Audience

The seminar is aimed at employees of cooperatives who deal with the topic of positioning and marketing.

Program Fees

The cost is CHF 650 (for members of the Idée Coopérative (ICG) CHF 499).

The following services are included in the program costs: Program participation, course material, lunch on the course day, refreshments during breaks. Participants are responsible for any overnight expenses.

Collaboration Partner

Rochester-Bern offers the seminar "The Cooperative as a Brand" together with Idée Coopérative. Since 2020, the Idée Coopérative cooperative has been motivating more cooperative entrepreneurship and thus more self-responsibility in the economy and in society. It is the competence center for cooperatives in Switzerland, providing data, knowledge and network. Currently, the Idée Coopérative cooperative unites 120 members. Idée Coopérative

Get in touch with us!

Do you have questions about the program? Our team is happy to answer them.

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