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6. Big Bank Mascots
UBS and Credit Suisse aren't exactly beloved at home, but they remain important figureheads of Swiss banking abroad. In Asia and the U.S., the banks still enjoy a largely favorable reputation – unlike the criticism they are regularly met with in Switzerland.
Both have curtailed their global investment banking ambitions, and are viewed as solid and reliable vendors for wealth management. UBS and Credit Suisse are generally viewed favorably by the very segment of ultra-wealthy entrepreneurs and families which the two are seeking – unlike many of their European counterparts.
The two big banks' strong position internationally helps Swiss banking, and there is little to indicate that this will change in coming years.
