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These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.

1

 

IKEA

 

Retail/General (mega/department store)

Rank Change: N/C
Industry: Retail/General (mega/department store)

3

Willys

3

Retail / Grocery

Rank Change: +3
Industry: Retail / Grocery

4

Max Burgers

3

Restaurants

Rank Change: +3
Industry: Restaurants

5

Blocket.Se

1

Internet retail

Rank Change: -1
Industry: Internet retail

6

Netflix

17

Internet retail

Rank Change: +17
Industry: Internet retail

7

Clas Ohlson

2

Retail/General (mega/department store)

Rank Change: -2
Industry: Retail/General (mega/department store)

8

Hemköp

13

Retail / Grocery

Rank Change: +13
Industry: Retail / Grocery

9

 

Lidl

 

Retail / Grocery

Rank Change: N/C
Industry: Retail / Grocery

Also view in:

Germany Global United Kingdom

10

 

Adlibris

 

Internet retail

Rank Change: N/C
Industry: Internet retail

11

ST1.se

14

Utilities

Rank Change: +14
Industry: Utilities

12

Nokia

33

Electronics

Rank Change: +33
Industry: Electronics

13

 

Netto

 

Retail / Grocery

Rank Change: N/C
Industry: Retail / Grocery

14

Apotek Hjärtat

34

Retail / Health and beauty; drugstore

Rank Change: +34
Industry: Retail / Health and beauty; drugstore

15

Fritidsresor

1

Travel / Booking

Rank Change: +1
Industry: Travel / Booking

16

DesignTorget

8

Retail/General (mega/department store)

Rank Change: +8
Industry: Retail/General (mega/department store)

17

Burger King

6

Restaurants

Rank Change: -6
Industry: Restaurants

18

Kronans Apotek

17

Retail / Health and beauty; drugstore

Rank Change: +17
Industry: Retail / Health and beauty; drugstore

19

Ica Gruppen

16

Retail / Grocery

Rank Change: -16
Industry: Retail / Grocery

20

nelly.com

10

Internet retail

Rank Change: +10
Industry: Internet retail

21

Sony

33

Electronics

Rank Change: +33
Industry: Electronics

22

Apoteket

10

Retail / Health and beauty; drugstore

Rank Change: -10
Industry: Retail / Health and beauty; drugstore

23

Tradera

3

Internet retail

Rank Change: -3
Industry: Internet retail

24

Viaplay

20

Media (newspapers, TV, online, mobile)

Rank Change: +20
Industry: Media (newspapers, TV, online, mobile)

25

Stor&Liten

48

Retail/General (mega/department store)

Rank Change: +48
Industry: Retail/General (mega/department store)

26

Coop

11

Retail / Grocery

Rank Change: -11
Industry: Retail / Grocery

27

 

Spotify

 

Internet retail

Rank Change: N/C
Industry: Internet retail

28

Synoptik

15

Retail / Health and beauty; drugstore

Rank Change: +15
Industry: Retail / Health and beauty; drugstore

29

Miele

33

Appliances

Rank Change: +33
Industry: Appliances

Also view in:

Germany Global

30

McDonald’s

11

Restaurants

Rank Change: -11
Industry: Restaurants

32

Svenska Handelsbanken

57

Banks / Retail

Rank Change: +57
Industry: Banks / Retail

33

Länsförsäkringar

34

General insurance

Rank Change: +34
Industry: General insurance

34

H&M

17

Retail / Fashion; clothes

Rank Change: -17
Industry: Retail / Fashion; clothes

35

Tele2

25

Telecommunications / Cell phone service providers

Rank Change: +25
Industry: Telecommunications / Cell phone service providers

36

 

Volvo

 

Automotive

Rank Change: N/C
Industry: Automotive

37

Ving

16

Travel / Booking

Rank Change: +16
Industry: Travel / Booking

38

MQ

27

Retail / Fashion; clothes

Rank Change: +27
Industry: Retail / Fashion; clothes

39

AvanzaBank

35

Banks / Retail

Rank Change: +35
Industry: Banks / Retail

40

SUBWAY

8

Restaurants

Rank Change: -8
Industry: Restaurants

Also view in:

Germany Global United States

41

Pizza Hut

7

Restaurants

Rank Change: -7
Industry: Restaurants

42

Comfort Hotels

8

Travel / Hotels

Rank Change: +8
Industry: Travel / Hotels

44

Comviq

3

Telecommunications / Cell phone service providers

Rank Change: +3
Industry: Telecommunications / Cell phone service providers

45

KappAhl

17

Retail / Fashion; clothes

Rank Change: -17
Industry: Retail / Fashion; clothes

46

Gina Tricot

8

Retail / Fashion; clothes

Rank Change: -8
Industry: Retail / Fashion; clothes

47

Ticnet

5

Travel / Booking

Rank Change: +5
Industry: Travel / Booking

49

Electrolux

9

Appliances

Rank Change: +9
Industry: Appliances

50

Bosch

30

Appliances

Rank Change: +30
Industry: Appliances

Also view in:

Germany Global

51

Statoil

11

Utilities

Rank Change: -11
Industry: Utilities

52

First Hotels

46

Travel / Hotels

Rank Change: +46
Industry: Travel / Hotels

53

Life

24

Retail / Health and beauty; drugstore

Rank Change: -24
Industry: Retail / Health and beauty; drugstore

54

Åhléns

40

Retail/General (mega/department store)

Rank Change: -40
Industry: Retail/General (mega/department store)

57

Starbucks

27

Restaurants

Rank Change: +27
Industry: Restaurants

58

Expressen

32

Media (newspapers, TV, online, mobile)

Rank Change: -32
Industry: Media (newspapers, TV, online, mobile)

59

 

Asos

 

Internet retail

Rank Change: N/A
Industry: Internet retail

Also view in:

Germany Global

60

Dagens Nyheter

6

Media (newspapers, TV, online, mobile)

Rank Change: +6
Industry: Media (newspapers, TV, online, mobile)

61

OKQ8

12

Travel / Air

Rank Change: -12
Industry: Travel / Air

62

BMW

31

Automotive

Rank Change: +31
Industry: Automotive

63

Goeteborgs-Posten

24

Media (newspapers, TV, online, mobile)

Rank Change: -24
Industry: Media (newspapers, TV, online, mobile)

64

Best Western

15

Travel / Hotels

Rank Change: +15
Industry: Travel / Hotels

Also view in:

Germany Global United States

65

Fazer

19

Retail / Grocery

Rank Change: -19
Industry: Retail / Grocery

66

Lindex

58

Retail / Fashion; clothes

Rank Change: -58
Industry: Retail / Fashion; clothes

67

cdon

36

Internet retail

Rank Change: -36
Industry: Internet retail

68

Nordic Choice Hotels

31

Travel / Hotels

Rank Change: -31
Industry: Travel / Hotels

69

Apollo

27

Travel / Booking

Rank Change: -27
Industry: Travel / Booking

70

Radisson

30

Travel / Hotels

Rank Change: +30
Industry: Travel / Hotels

71

Husqvarna

12

Appliances

Rank Change: -12
Industry: Appliances

72

SEB

16

Banks / Retail

Rank Change: -16
Industry: Banks / Retail

73

Lufthansa

23

Travel / Air

Rank Change: +23
Industry: Travel / Air

Also view in:

Germany Global United Kingdom

74

Com Hem

25

Telecommunications / Cable providers

Rank Change: +25
Industry: Telecommunications / Cable providers

75

Ikano Bank

11

Banks / Retail

Rank Change: +11
Industry: Banks / Retail

76

Swedbank

40

Banks / Retail

Rank Change: +40
Industry: Banks / Retail

78

Aftonbladet

60

Media (newspapers, TV, online, mobile)

Rank Change: -60
Industry: Media (newspapers, TV, online, mobile)

79

Lloyds Apotek

15

Retail / Health and beauty; drugstore

Rank Change: -15
Industry: Retail / Health and beauty; drugstore

80

SAS

2

Travel / Air

Rank Change: -2
Industry: Travel / Air

81

Danske Bank

38

Banks / Retail

Rank Change: +38
Industry: Banks / Retail

82

AGRIA Insurance

13

General insurance

Rank Change: +13
Industry: General insurance

83

Scandic Hotels

42

Travel / Hotels

Rank Change: -42
Industry: Travel / Hotels

84

Stena Line

1

Travel / Air

Rank Change: -1
Industry: Travel / Air

85

Skype

30

Telecommunications / Cell phone service providers

Rank Change: -30
Industry: Telecommunications / Cell phone service providers

86

Puma

17

Fitness

Rank Change: -17
Industry: Fitness

87

Volkswagen

15

Automotive

Rank Change: -15
Industry: Automotive

88

Folksam

16

General insurance

Rank Change: +16
Industry: General insurance

89

 

Hilton

 

Travel / Hotels

Rank Change: N/A
Industry: Travel / Hotels

90

British Airways

24

Travel / Air

Rank Change: +24
Industry: Travel / Air

Also view in:

Global United Kingdom

91

Cylinda

40

Appliances

Rank Change: -40
Industry: Appliances

92

Canal Digital

9

Telecommunications / Cable providers

Rank Change: +9
Industry: Telecommunications / Cable providers

94

Ericsson

19

Telecommunications / Cell phone service providers

Rank Change: +19
Industry: Telecommunications / Cell phone service providers

95

MTG.com

23

Media (newspapers, TV, online, mobile)

Rank Change: +23
Industry: Media (newspapers, TV, online, mobile)

96

 

&Otherstories

 

Retail / Fashion; clothes

Rank Change: N/A
Industry: Retail / Fashion; clothes

98

 

Strömma

 

Travel / Air

Rank Change: N/A
Industry: Travel / Air

99

Db Schenker

8

Shipping / Mail

Rank Change: +8
Industry: Shipping / Mail

100

Audi

43

Automotive

Rank Change: -43
Industry: Automotive

101

Vattenfall

4

Utilities

Rank Change: +4
Industry: Utilities

Also view in:

Germany Global

102

 

Ibis

 

Travel / Hotels

Rank Change: N/A
Industry: Travel / Hotels

Also view in:

Germany Global

103

Norwegian Air

42

Travel / Air

Rank Change: -42
Industry: Travel / Air

Also view in:

Global United Kingdom

104

Siemens

14

Appliances

Rank Change: -14
Industry: Appliances

Also view in:

Germany Global

105

Telenor Sverige

3

Telecommunications / Cell phone service providers

Rank Change: +3
Industry: Telecommunications / Cell phone service providers

106

Bredbandsbolaget

14

Telecommunications / Cable providers

Rank Change: -14
Industry: Telecommunications / Cable providers

107

Budget

39

Travel / Car rental

Rank Change: -39
Industry: Travel / Car rental

108

 

Avis

 

Travel / Car rental

Rank Change: N/A
Industry: Travel / Car rental

The rental car company’s unclear agreements and lack of advertising contribute to its image as a complicated brand. Avis’ Budget brand is currently expanding globally, but unless it can also simplify, increasing its offerings may have no effect on its perception.

109

DHL

7

Shipping / Mail

Rank Change: -7
Industry: Shipping / Mail

110

 

Nordea Bank

 

Banks / Retail

Rank Change: N/C
Industry: Banks / Retail

111

Skandia

4

General insurance

Rank Change: +4
Industry: General insurance

112

Instagram

35

Social media

Rank Change: -35
Industry: Social media

113

TeliaSonera

22

Telecommunications / Cell phone service providers

Rank Change: -22
Industry: Telecommunications / Cell phone service providers

115

Fortum

3

Utilities

Rank Change: -3
Industry: Utilities

Typical complaints about energy provider Fortum include that pricing and bills are convoluted and customer service poor. One respondent hypothesized that Fortum and its peers aren’t concerned with customers at all: “Electric utilities are generally sneaky, and are more focused on competing with each other than to be there for customers.”

116

ViaSat

45

Media (newspapers, TV, online, mobile)

Rank Change: -45
Industry: Media (newspapers, TV, online, mobile)

117

 

Novotel

 

Travel / Hotels

Rank Change: N/A
Industry: Travel / Hotels

118

Bonnier

48

Media (newspapers, TV, online, mobile)

Rank Change: -48
Industry: Media (newspapers, TV, online, mobile)

119

E.ON Sverige

8

Utilities

Rank Change: -8
Industry: Utilities

120

Hertz

14

Travel / Car rental

Rank Change: -14
Industry: Travel / Car rental

122

Trygg-Hansa

13

General insurance

Rank Change: -13
Industry: General insurance

124

SJ

7

Travel / Train

Rank Change: -7
Industry: Travel / Train

Many have an idyllic picture of European train travel, but Swedish consumers have a different view of SJ, the government-owned rail system. “Their site and the pricing are incredibly complicated,” says one respondent. “Likewise, their handling of delays and cancellations [is] catastrophic.” And delays are frequent, judging from responses.

125

Saab

43

Automotive

Rank Change: -43
Industry: Automotive

126

Bring

23

Shipping / Mail

Rank Change: -23
Industry: Shipping / Mail

127

AFA Sjuk

5

General insurance

Rank Change: -5
Industry: General insurance

128

Ryanair

8

Travel / Air

Rank Change: -8
Industry: Travel / Air

Also view in:

Germany Global United Kingdom

129

Posten Norge (Postnord)

48

Shipping / Mail

Rank Change: -48
Industry: Shipping / Mail

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 N/A
Industry Simplicity Score Simplicity Premium
857 3%
Industry Simplicity Score Simplicity Premium
831 6%
Industry Simplicity Score Simplicity Premium
803 5%
Industry Simplicity Score Simplicity Premium
729 6%
Industry Simplicity Score Simplicity Premium
699 4%
Industry Simplicity Score Simplicity Premium
675 4%
Industry Simplicity Score Simplicity Premium
661 4%
Industry Simplicity Score Simplicity Premium
616 5%
Industry Simplicity Score Simplicity Premium
599 6%
Industry Simplicity Score Simplicity Premium
581 6%
Industry Simplicity Score Simplicity Premium
567 7%
Industry Simplicity Score Simplicity Premium
556 3%
Industry Simplicity Score Simplicity Premium
550 6%
Industry Simplicity Score Simplicity Premium
543 6%
Industry Simplicity Score Simplicity Premium
517 6%
Industry Simplicity Score Simplicity Premium
477 3%
Industry Simplicity Score Simplicity Premium
472 4%

19

Industry Simplicity Score Simplicity Premium
468 4%
Industry Simplicity Score Simplicity Premium
425 5%
Industry Simplicity Score Simplicity Premium
402 N/A
Industry Simplicity Score Simplicity Premium
353 6%
Industry Simplicity Score Simplicity Premium
347 4%
Industry Simplicity Score Simplicity Premium
275 10%
Industry Simplicity Score Simplicity Premium
240 N/A

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.