Sweden

Brand Simplicity Index

2.
IKEA

Rank change from 2013:

N/A

Brand Simplicity Score:

845

Industry:

Retail/General


Perhaps the world’s most iconic Swedish brand, IKEA lands in the Top 10 due to its simple signature concept: furniture that’s affordable, stylish and modern. It continues to innovate, providing a wide range of high-performing functional products that respondents say are usually hassle-free. When there is an occasional hiccup, one respondent notes that IKEA “always responds quickly” with exceptional customer service.

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3.
ICA

Rank change from Previous Year:

N/A

Brand Simplicity Score:

811

Industry:

Retail/Grocery


Supermarket chain ICA lands at #3, due to focused communication and retail strategies that are striking the right chord with customers. Respondents praise the brand’s clear and “funny yet informative” communications, along with its simple loyalty program and the pleasant shopping experience it provides.

4.
Blocket

Rank change from Previous Year:

N/A

Brand Simplicity Score:

800

Industry:

Internet retail


Sweden’s largest online arena for classified ads comes in at #4, boasting a user-friendly website with easy navigation. Offering a simple customer experience is paying off bigtime for the brand, which counts 70% of the country’s population as customers.

5.
Netflix

Rank change from 2013:

N/A

Brand Simplicity Score:

764

Industry:

Media


With a clean interface, in-house recommendations, cross-device accessibility and no long-term contracts, Netflix is the face of modern online programming services. The user-friendly brand, coming in at #5, currently dominates the Nordic region, where it has seen large growth in recent years.

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6.
cdon

Rank change from Previous Year:

N/A

Brand Simplicity Score:

762

Industry:

Internet retail


Respondents note that CDON, the Nordic region’s leading e-commerce group, has an informative and easy-to-use website for its “gigantic” range of products. A simple ordering and payment process helps this brand win over customers and secure a spot in this year’s Top 10.

7.
Scandic Hotels

Rank change from Previous Year:

N/A

Brand Simplicity Score:

761

Industry:

Travel/Hotels


The highest-ranking hotel brand in the Nordic countries has an ethos anchored in simplicity. Clear pricing and communications have established trust with respondents, who report the brand does exactly what it promises. The company has also upped its digital credentials with an express mobile checkout process that’s further ensuring a swift and straightforward customer experience.

8.
Åhléns

Rank change from Previous Year:

N/A

Brand Simplicity Score:

752

Industry:

Retail/General


A supplier of everything from TVs and towels to toys and food, Åhléns is remarkably accessible—boasting a branch in almost every Swedish city and 17 in Stockholm alone. Respondents say these modern and refined department stores employ friendly and knowledgeable staff and offer a comprehensive bonus system—all features that helped it reach #8 on the Sweden Simplicity Index.

9.
Samsung

Rank change from 2013:

N/A

Brand Simplicity Score:

751

Industry:

Electronics


Samsung boasts a smorgasbord of “people-inspired” innovative products, complemented by a consistent customer journey, including post-purchase service. The technology giant is winning glowing reviews from respondents, who feel the brand helps them create “a simpler life.”

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10.
Fritidsresor

Rank change from Previous Year:

N/A

Brand Simplicity Score:

746

Industry:

Travel/Booking


Rounding out the Top 10 is Fritidsresor, a tour operator and travel booking site that embraces simple and clear communications. Scandinavian globetrotters are thrilled with the brand’s top-notch, accessible customer service, especially the ability to “speak with a personal voice,” rather than an automated recording, notes one respondent.

11.
McDonald’s

Rank change from 2013:

N/A

Brand Simplicity Score:

746

Industry:

Restaurants

12.
Nokia

Rank change from 2013:

N/A

Brand Simplicity Score:

738

Industry:

Electronics

13.
Coop

Rank change from Previous Year:

N/A

Brand Simplicity Score:

738

Industry:

Retail/Grocery

14.
Lidl

Rank change from 2013:

N/A

Brand Simplicity Score:

737

Industry:

Retail/Grocery


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15.
Max

Rank change from Previous Year:

N/A

Brand Simplicity Score:

733

Industry:

Restaurants

16.
SUBWAY

Rank change from 2013:

N/A

Brand Simplicity Score:

727

Industry:

Restaurants

18.
Apoteket

Rank change from Previous Year:

N/A

Brand Simplicity Score:

722

Industry:

Retail/Health and beauty

19.
H&M

Rank change from 2013:

N/A

Brand Simplicity Score:

720

Industry:

Retail/Fashion

20.
Burger King

Rank change from 2013:

N/A

Brand Simplicity Score:

715

Industry:

Restaurants

21.
Tradera

Rank change from Previous Year:

N/A

Brand Simplicity Score:

714

Industry:

Internet retail

22.
Viaplay

Rank change from Previous Year:

N/A

Brand Simplicity Score:

705

Industry:

Media

23.
KappAhl

Rank change from Previous Year:

N/A

Brand Simplicity Score:

700

Industry:

Retail/Fashion

24.
Ving

Rank change from Previous Year:

N/A

Brand Simplicity Score:

700

Industry:

Travel/Booking

25.
Volvo

Rank change from Previous Year:

N/A

Brand Simplicity Score:

700

Industry:

Automotive

26.
Lindex

Rank change from Previous Year:

N/A

Brand Simplicity Score:

697

Industry:

Retail/Fashion

27.
Hemköp

Rank change from Previous Year:

N/A

Brand Simplicity Score:

694

Industry:

Retail/Grocery

28.
Statoil

Rank change from Previous Year:

N/A

Brand Simplicity Score:

692

Industry:

Utilities

29.
Schenker

Rank change from Previous Year:

N/A

Brand Simplicity Score:

691

Industry:

Shipping/Mail

30.
Apotek Hjärtat

Rank change from Previous Year:

N/A

Brand Simplicity Score:

689

Industry:

Retail/Health and beauty

31.
Apple

Rank change from 2013:

N/A

Brand Simplicity Score:

687

Industry:

Electronics

32.
Sony

Rank change from 2013:

N/A

Brand Simplicity Score:

686

Industry:

Electronics

33.
Posten

Rank change from Previous Year:

N/A

Brand Simplicity Score:

684

Industry:

Shipping/Mail

35.
SEB

Rank change from Previous Year:

N/A

Brand Simplicity Score:

682

Industry:

Banks/Retail

36.
Miele

Rank change from 2013:

N/A

Brand Simplicity Score:

680

Industry:

Appliances


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37.
Pizza Hut

Rank change from 2013:

N/A

Brand Simplicity Score:

679

Industry:

Restaurants

38.
Handelsbanken

Rank change from Previous Year:

N/A

Brand Simplicity Score:

674

Industry:

Banks/Retail

39.
First Hotels

Rank change from Previous Year:

N/A

Brand Simplicity Score:

669

Industry:

Travel/Hotels

40.
nelly.com

Rank change from Previous Year:

N/A

Brand Simplicity Score:

668

Industry:

Internet retail

41.
Toyota

Rank change from 2013:

N/A

Brand Simplicity Score:

664

Industry:

Automotive

42.
Nordic Choice Hotels

Rank change from Previous Year:

N/A

Brand Simplicity Score:

664

Industry:

Travel/Hotels

43.
Dell

Rank change from 2013:

N/A

Brand Simplicity Score:

659

Industry:

Electronics

45.
Norwegian

Rank change from Previous Year:

N/A

Brand Simplicity Score:

657

Industry:

Travel/Air

46.
Electrolux

Rank change from Previous Year:

N/A

Brand Simplicity Score:

655

Industry:

Appliances

47.
Bosch

Rank change from 2013:

N/A

Brand Simplicity Score:

655

Industry:

Appliances

48.
Kronans Apotek

Rank change from Previous Year:

N/A

Brand Simplicity Score:

650

Industry:

Retail/Health and beauty

49.
SAS

Rank change from Previous Year:

N/A

Brand Simplicity Score:

646

Industry:

Travel/Air

50.
Lufthansa

Rank change from 2013:

N/A

Brand Simplicity Score:

644

Industry:

Travel/Air

51.
MQ

Rank change from Previous Year:

N/A

Brand Simplicity Score:

642

Industry:

Retail/Fashion

52.
Bonnier

Rank change from Previous Year:

N/A

Brand Simplicity Score:

640

Industry:

Media

53.
Cylinda

Rank change from Previous Year:

N/A

Brand Simplicity Score:

639

Industry:

Appliances

54.
Apollo

Rank change from Previous Year:

N/A

Brand Simplicity Score:

638

Industry:

Travel/Booking

55.
Gina Tricot

Rank change from Previous Year:

N/A

Brand Simplicity Score:

636

Industry:

Retail/Fashion

56.
Comviq

Rank change from Previous Year:

N/A

Brand Simplicity Score:

634

Industry:

Telecom/Cell phone

57.
Länsförsäkringar

Rank change from Previous Year:

N/A

Brand Simplicity Score:

629

Industry:

General insurance

59.
Swedbank

Rank change from Previous Year:

N/A

Brand Simplicity Score:

628

Industry:

Banks/Retail

60.
DHL

Rank change from 2013:

N/A

Brand Simplicity Score:

624

Industry:

Shipping/Mail

61.
Nordea Bank

Rank change from Previous Year:

N/A

Brand Simplicity Score:

624

Industry:

Banks/Retail

62.
Siemens

Rank change from 2013:

N/A

Brand Simplicity Score:

621

Industry:

Electronics


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63.
ViaSat

Rank change from Previous Year:

N/A

Brand Simplicity Score:

617

Industry:

Media

64.
Volkswagen

Rank change from 2013:

N/A

Brand Simplicity Score:

615

Industry:

Automotive

66.
Nike

Rank change from 2013:

N/A

Brand Simplicity Score:

611

Industry:

Fitness

67.
Folksam

Rank change from Previous Year:

N/A

Brand Simplicity Score:

611

Industry:

General insurance

68.
Tele2

Rank change from Previous Year:

N/A

Brand Simplicity Score:

608

Industry:

Telecom/Cell phone

69.
Ticnet

Rank change from Previous Year:

N/A

Brand Simplicity Score:

606

Industry:

Travel/Booking

70.
Starbucks

Rank change from 2013:

N/A

Brand Simplicity Score:

604

Industry:

Restaurants

71.
TeliaSonera

Rank change from Previous Year:

N/A

Brand Simplicity Score:

599

Industry:

Telecom/Cell phone

72.
Puma

Rank change from 2013:

N/A

Brand Simplicity Score:

596

Industry:

Fitness

73.
Radisson Edwardian

Rank change from 2013:

N/A

Brand Simplicity Score:

595

Industry:

Travel/Hotels

74.
Canal Digital

Rank change from Previous Year:

N/A

Brand Simplicity Score:

594

Industry:

Telecom/Cable

75.
Adidas

Rank change from 2013:

N/A

Brand Simplicity Score:

592

Industry:

Fitness

76.
Trygg-Hansa

Rank change from Previous Year:

N/A

Brand Simplicity Score:

588

Industry:

General insurance

77.
Hertz

Rank change from 2013:

N/A

Brand Simplicity Score:

586

Industry:

Travel/Car rental

79.
Bredbandsbolaget

Rank change from Previous Year:

N/A

Brand Simplicity Score:

583

Industry:

Telecom/Cable

80.
Life

Rank change from Previous Year:

N/A

Brand Simplicity Score:

578

Industry:

Retail/Health and beauty

81.
BMW

Rank change from 2013:

N/A

Brand Simplicity Score:

574

Industry:

Automotive

82.
Reebok

Rank change from 2013:

N/A

Brand Simplicity Score:

569

Industry:

Fitness

83.
Danske Bank

Rank change from Previous Year:

N/A

Brand Simplicity Score:

569

Industry:

Banks/Retail

84.
Avis

Rank change from 2013:

N/A

Brand Simplicity Score:

556

Industry:

Travel/Car rental

86.
Bring

Rank change from Previous Year:

N/A

Brand Simplicity Score:

550

Industry:

Shipping/Mail

87.
Vattenfall

Rank change from 2013:

N/A

Brand Simplicity Score:

550

Industry:

Utilities


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88.
E.ON Sverige

Rank change from Previous Year:

N/A

Brand Simplicity Score:

550

Industry:

Utilities

89.
Telenor Sverige

Rank change from Previous Year:

N/A

Brand Simplicity Score:

550

Industry:

Telecom/Cell phone

90.
British Airways

Rank change from 2013:

N/A

Brand Simplicity Score:

548

Industry:

Travel/Air


Respondents fault the flagship carrier airline of the United Kingdom for lacking a human feel, reporting aloof and unpleasant encounters with the brand. Many perceive British Airways’ services to be overpriced, given the quality of the customer experience, leading to a lack of trust between consumers and the carrier.

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91.
Skandia

Rank change from Previous Year:

N/A

Brand Simplicity Score:

542

Industry:

Health insurance


Financial services company Skandia leaves respondents frustrated and confused by poor communications. It’s failing to reach new consumers, while at the same time making it almost impossible for current customers to find and understand the information they need.

92.
Saab

Rank change from Previous Year:

N/A

Brand Simplicity Score:

542

Industry:

Automotive


Saab’s bankruptcy woes and troubled reputation are not inspiring confidence in the brand, which comes in at #92. Once a point of pride in its home country, the automotive brand’s image has been complicated and diluted over the years as ownership has passed through various hands. Without a clear picture of its identity or its future, Saab is losing the loyalty of customers who shy away from “companies in descent.”

93.
Com Hem

Rank change from Previous Year:

N/A

Brand Simplicity Score:

541

Industry:

Telecom/Cable


This Swedish telecommunications company is consistent, but not in the right way. Respondents are unhappy with the poor execution and cluttered communications that plague the brand’s contracts, packages, advertising and website. Not surprisingly, Com Hem lands firmly in the Bottom 10.

94.
Budget

Rank change from 2013:

N/A

Brand Simplicity Score:

540

Industry:

Travel/Car rental


Budget is experiencing the pitfalls of lacking a clear identity. Many respondents indicate they don’t understand what the brand stands for, with one labeling it “anonymous.” Consumers don’t feel any real loyalty to the car rental company, which likely is why it has found its way to the Bottom 10.

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97.
Fortum

Rank change from Previous Year:

N/A

Brand Simplicity Score:

456

Industry:

Utilities


While respondents feel passionate about Finnish energy company Fortum, it’s for all the wrong reasons. Respondents say the customer experience is fraught with complicated invoices, unclear pricing and a lack of transparency.

98.
SJ

Rank change from Previous Year:

N/A

Brand Simplicity Score:

456

Industry:

Travel/Train


The Swedish passenger rail operator loses major simplicity points across the board with respondents, who complain about SJ’s complicated schedules, disorganized website, abysmal customer service and frequent delays. However, after its best quarterly financial results in almost 10 years, SJ is improving infrastructure problems in a concerted effort to curb delays and restore consumer confidence.

99.
Ryanair

Rank change from 2013:

N/A

Brand Simplicity Score:

336

Industry:

Travel/Air


Ryanair continues to find itself in the Bottom 10 across several regions, and comes in dead last on the Sweden Simplicity Index. This no-frills airline has “the world’s worst customer service,” according to one respondent, and its complicated booking process inevitably leaves customers with unexpected surcharges.

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Industry Rankings

2.
Retail/Grocery

Industry Simplicity Score:

808

Simplicity Premium:

4.1%

3.
Media

Industry Simplicity Score:

719

Simplicity Premium:

4.1%

4.
Shipping/Mail

Industry Simplicity Score:

718

Simplicity Premium:

2.8%

5.
Retail/General

Industry Simplicity Score:

705

Simplicity Premium:

2.9%

6.
Electronics

Industry Simplicity Score:

699

Simplicity Premium:

4.6%

7.
Internet retail

Industry Simplicity Score:

645

Simplicity Premium:

3.5%

8.
Appliances

Industry Simplicity Score:

631

Simplicity Premium:

4.6%

9.
Restaurants

Industry Simplicity Score:

615

Simplicity Premium:

4.0%

10.
Travel/Hotels

Industry Simplicity Score:

600

Simplicity Premium:

4.3%

11.
Banks/Retail

Industry Simplicity Score:

594

Simplicity Premium:

2.2%

12.
Travel/Booking

Industry Simplicity Score:

579

Simplicity Premium:

3.4%

13.
Travel/Air

Industry Simplicity Score:

548

Simplicity Premium:

4.6%

14.
Utilities

Industry Simplicity Score:

539

Simplicity Premium:

2.9%

15.
Retail/Fashion

Industry Simplicity Score:

523

Simplicity Premium:

3.9%

17.
Retail/Health and beauty

Industry Simplicity Score:

479

Simplicity Premium:

3.6%

18.
Travel/Train

Industry Simplicity Score:

446

Simplicity Premium:

3.6%

19.
Telecom/Cell phone

Industry Simplicity Score:

442

Simplicity Premium:

3.5%

20.
Travel/Car rental

Industry Simplicity Score:

434

Simplicity Premium:

3.7%

21.
Telecom/Cable

Industry Simplicity Score:

407

Simplicity Premium:

3.7%

22.
General insurance

Industry Simplicity Score:

329

Simplicity Premium:

3.1%

23.
Fitness

Industry Simplicity Score:

326

Simplicity Premium:

3.9%

24.
Automotive

Industry Simplicity Score:

278

Simplicity Premium:

4.0%

25.
Health insurance

Industry Simplicity Score:

240

Simplicity Premium:

3.8%

The simplicity premium

Depending on the industry, up to 22% of people are willing to pay more for simpler experiences and interactions. The amount they are willing to pay varies by industry, but is significant.

For simpler experiences, people would pay:

Money to be made

All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in Sweden can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.