SWE:DEN

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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

1

Retail / General

2

IKEA

Rank Change: +1
Score: 931
Industry: Retail / General

An iconic Swedish brand appropriately tops the Sweden Brand Simplicity Index this year. The discount furniture retailer receives praise for its straightforward catalogues and no frills shopping experience, with one respondent referring to it as a “simplicity stronghold.”

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2

Google

1

Internet search

3

Google

Rank Change: -1
Score: 904
Industry: Internet search

In almost every region this year, search engine Google ranks in the Top 10. Many respondents call it the best search engine, with one respondent noting “Easier and faster interface with more relevant results.”

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3

Blocket

1

Internet retail

4

Blocket

Rank Change: +1
Score: 860
Industry: Internet retail

A Swedish analog to eBay, Blocket allows users to buy and sell used goods in an online marketplace. Consumers find it simple because “you can find good cheap used products all over the country,” adding that the varied and secure payment options also make it easy to use.

4

ICA

1

Retail / Grocery

5

ICA

Rank Change: -1
Score: 845
Industry: Retail / Grocery

This grocery store’s funny, memorable advertising receives praise from our survey respondents, who noted that its simple website, service and selection are the reason the brand ranks so highly this year.

5

 

Clas Ohlson

 

Retail / General

6

Clas Ohlson

Rank Change: N/A
Score: 841
Industry: Retail / General

“Good affordable deals in the mailbox” make it easy to choose this hardware store and mail order retailer. Respondents appreciate that the robust and accurate catalogues make it easy to save time when shopping in the brick and mortar stores.

6

Netflix

1

Media

7

Netflix

Rank Change: -1
Score: 822
Industry: Media

This video streaming service has ranked highly in several regions this year for a reason: it’s easy to find and watch what you want. Customization also plays a role according to respondents--the interface works “seamlessly with multiple profiles if you are a family,” meaning that everyone can tailor their queue without adding additional services.

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7

McDonald’s

4

Restaurants

8

McDonald’s

Rank Change: +4
Score: 803
Industry: Restaurants

Straightforward, well-advertised products and prices and consistent speedy service land the fast food superpower in Sweden Index’s Top 10 this year. The brand famous for its Golden Arches might as well change its slogan to “self-explanatory” based on how often survey respondents identify the chain as such.

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8

Coop

5

Retail / Grocery

9

Coop

Rank Change: +5
Score: 797
Industry: Retail / Grocery

Coop is the identity for a group of several diverse super- and hypermarkets in Sweden, but the multiple brands don’t spell compelexity. As one respondent explained, “Simple = honest. They feel honest and I like that.” Its loyalty program also makes it easy for customers to save money, and rather that being irritating, Coop’s ads are regarded as clear and informative.

9

Fritidsresor

1

Travel / Booking

10

Fritidsresor

Rank Change: +1
Score: 793
Industry: Travel / Booking

Sweden’s largest tour operator and travel agency also includes an airline, TUIFly Nordic, concept hotel and resort destinations. But it’s clear communication and transparency that make this brand simple, say consumers. “Good information in the brochures,” remarks one respondent. “One can check online to get the information you need.”

10

Ving

13

Travel / Booking

11

Ving

Rank Change: +13
Score: 789
Industry: Travel / Booking

Ving gets high marks for something that’s hard to quantify: peace of mind. The brand’s hassle-free experience and updated information throughout a user’s trip make it easy to use and easy to relax. “They offer trips with good prices and my life [is] easier because I can go wherever I want without thinking that I can not afford [it],” says one respondent.

11

Lidl

3

Retail / Grocery

12

Lidl

Rank Change: +3
Score: 781
Industry: Retail / Grocery

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12

Apoteket

6

Retail / Health and beauty

13

Apoteket

Rank Change: +6
Score: 781
Industry: Retail / Health and beauty

13

Viaplay

9

Media

14

Viaplay

Rank Change: +9
Score: 780
Industry: Media

14

 

Willys

 

Retail / Grocery

15

Willys

Rank Change: N/A
Score: 778
Industry: Retail / Grocery

15

Burger King

5

Restaurants

16

Burger King

Rank Change: +5
Score: 775
Industry: Restaurants

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16

cdon

10

Internet retail

17

cdon

Rank Change: -10
Score: 773
Industry: Internet retail

17

Life

63

Retail / Health and beauty

18

Life

Rank Change: +63
Score: 767
Industry: Retail / Health and beauty

18

Åhléns

10

Retail / General

19

Åhléns

Rank Change: -10
Score: 766
Industry: Retail / General

19

YouTube

2

Social media

20

YouTube

Rank Change: -2
Score: 763
Industry: Social media

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20

Max Burger

5

Restaurants

21

Max Burger

Rank Change: -5
Score: 760
Industry: Restaurants

21

 

Netto

 

Retail / Grocery

22

Netto

Rank Change: N/A
Score: 758
Industry: Retail / Grocery

22

Apollo

32

Travel / Booking

23

Apollo

Rank Change: +32
Score: 758
Industry: Travel / Booking

23

 

Spotify

 

Social media

24

Spotify

Rank Change: N/A
Score: 757
Industry: Social media

24

 

Volvo

 

Automotive

25

Volvo

Rank Change: N/C
Score: 755
Industry: Automotive

25

H&M

6

Retail / Fashion

26

H&M

Rank Change: -6
Score: 755
Industry: Retail / Fashion

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26

 

Lindex

 

Retail / Fashion

27

Lindex

Rank Change: N/C
Score: 751
Industry: Retail / Fashion

27

Scandic Hotels

20

Travel / Hotels

28

Scandic Hotels

Rank Change: -20
Score: 751
Industry: Travel / Hotels

28

Tradera

7

Internet retail

29

Tradera

Rank Change: -7
Score: 749
Industry: Internet retail

29

Apotek Hjärtat

1

Retail / Health and beauty

30

Apotek Hjärtat

Rank Change: +1
Score: 745
Industry: Retail / Health and beauty

30

Hemköp

3

Retail / Grocery

31

Hemköp

Rank Change: -3
Score: 744
Industry: Retail / Grocery

31

Kronans Apotek

17

Retail / Health and beauty

32

Kronans Apotek

Rank Change: +17
Score: 742
Industry: Retail / Health and beauty

32

 

Goeteborgs-Posten

 

Media

33

Goeteborgs-Posten

Rank Change: N/A
Score: 733
Industry: Media

33

 

Expressen

 

Media

34

Expressen

Rank Change: N/A
Score: 732
Industry: Media

34

Sony

2

Electronics

35

Sony

Rank Change: -2
Score: 731
Industry: Electronics

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35

Samsung

26

Electronics

36

Samsung

Rank Change: -26
Score: 730
Industry: Electronics

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36

nelly.com

4

Internet retail

37

nelly.com

Rank Change: +4
Score: 729
Industry: Internet retail

37

Statoil

9

Utilities

38

Statoil

Rank Change: -9
Score: 726
Industry: Utilities

38

Lufthansa

12

Travel / Air

39

Lufthansa

Rank Change: +12
Score: 717
Industry: Travel / Air

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39

 

Aftonbladet

 

Media

40

Aftonbladet

Rank Change: N/A
Score: 715
Industry: Media

40

Gina Tricot

15

Retail / Fashion

41

Gina Tricot

Rank Change: +15
Score: 713
Industry: Retail / Fashion

41

 

Dagens Nyheter

 

Media

42

Dagens Nyheter

Rank Change: N/A
Score: 712
Industry: Media

42

KappAhl

17

Retail / Fashion

43

KappAhl

Rank Change: -17
Score: 709
Industry: Retail / Fashion

43

Nokia

31

Electronics

44

Nokia

Rank Change: -31
Score: 709
Industry: Electronics

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44

Yahoo!

10

Internet search

45

Yahoo!

Rank Change: -10
Score: 705
Industry: Internet search

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45

Apple

14

Electronics

46

Apple

Rank Change: -14
Score: 703
Industry: Electronics

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46

SAS

3

Travel / Air

47

SAS

Rank Change: +3
Score: 703
Industry: Travel / Air

47

First Hotels

8

Travel / Hotels

48

First Hotels

Rank Change: -8
Score: 700
Industry: Travel / Hotels

48

Comviq

8

Telecom / Cell phone

49

Comviq

Rank Change: +8
Score: 694
Industry: Telecom / Cell phone

49

Radisson

24

Travel / Hotels

50

Radisson

Rank Change: +24
Score: 693
Industry: Travel / Hotels

50

Nordic Choice Hotels

8

Travel / Hotels

51

Nordic Choice Hotels

Rank Change: -8
Score: 691
Industry: Travel / Hotels

51

Adidas

24

Fitness

52

Adidas

Rank Change: +24
Score: 690
Industry: Fitness

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52

Dell

9

Electronics

53

Dell

Rank Change: -9
Score: 690
Industry: Electronics

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53

Electrolux

7

Appliances

54

Electrolux

Rank Change: -7
Score: 684
Industry: Appliances

54

Handelsbanken

16

Banks / Retail

55

Handelsbanken

Rank Change: -16
Score: 683
Industry: Banks / Retail

55

Ticnet

14

Travel / Booking

56

Ticnet

Rank Change: +14
Score: 683
Industry: Travel / Booking

56

ViaSat

6

Media

57

ViaSat

Rank Change: +6
Score: 678
Industry: Media

57

Volkswagen

6

Automotive

58

Volkswagen

Rank Change: +6
Score: 677
Industry: Automotive

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58

Nike

7

Fitness

59

Nike

Rank Change: +7
Score: 675
Industry: Fitness

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59

 

Best Western

 

Travel / Hotels

60

Best Western

Rank Change: N/A
Score: 667
Industry: Travel / Hotels

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60

Bing

17

Internet search

61

Bing

Rank Change: -17
Score: 661
Industry: Internet search

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61

DHL

2

Shipping / Mail

62

DHL

Rank Change: -2
Score: 661
Industry: Shipping / Mail

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62

 

Comfort Hotels

 

Travel / Hotels

63

Comfort Hotels

Rank Change: N/A
Score: 661
Industry: Travel / Hotels

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63

 

Skype

 

Telecom / Cell phone

64

Skype

Rank Change: N/A
Score: 661
Industry: Telecom / Cell phone

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64

Miele

29

Appliances

65

Miele

Rank Change: -29
Score: 657
Industry: Appliances

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65

 

Audi

 

Automotive

66

Audi

Rank Change: N/A
Score: 656
Industry: Automotive

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66

Tele2

1

Telecom / Cell phone

67

Tele2

Rank Change: +1
Score: 656
Industry: Telecom / Cell phone

67

Länsförsäkringar

11

General insurance

68

Länsförsäkringar

Rank Change: -11
Score: 656
Industry: General insurance

68

Norwegian

24

Travel / Air

69

Norwegian

Rank Change: -24
Score: 653
Industry: Travel / Air

69

Reebok

12

Fitness

70

Reebok

Rank Change: +12
Score: 649
Industry: Fitness

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70

Bonnier

19

Media

71

Bonnier

Rank Change: -19
Score: 647
Industry: Media

71

Posten

39

Shipping / Mail

72

Posten

Rank Change: -39
Score: 647
Industry: Shipping / Mail

72

 

Ericsson

 

Telecom / Cell phone

73

Ericsson

Rank Change: N/A
Score: 647
Industry: Telecom / Cell phone

73

Cylinda

21

Appliances

74

Cylinda

Rank Change: -21
Score: 646
Industry: Appliances

74

 

Ibis

 

Travel / Hotels

75

Ibis

Rank Change: N/A
Score: 644
Industry: Travel / Hotels

75

British Airways

14

Travel / Air

76

British Airways

Rank Change: +14
Score: 643
Industry: Travel / Air

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76

Bosch

30

Appliances

77

Bosch

Rank Change: -30
Score: 642
Industry: Appliances

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77

Schenker

49

Shipping / Mail

78

Schenker

Rank Change: -49
Score: 640
Industry: Shipping / Mail

78

Siemens

17

Electronics

79

Siemens

Rank Change: -17
Score: 638
Industry: Electronics

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79

MQ

29

Retail / Fashion

80

MQ

Rank Change: -29
Score: 636
Industry: Retail / Fashion

80

Pizza Hut

44

Restaurants

81

Pizza Hut

Rank Change: -44
Score: 635
Industry: Restaurants

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81

 

Novotel

 

Travel / Hotels

82

Novotel

Rank Change: N/A
Score: 628
Industry: Travel / Hotels

82

Starbucks

13

Restaurants

83

Starbucks

Rank Change: -13
Score: 623
Industry: Restaurants

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83

Instagram

26

Social media

84

Instagram

Rank Change: -26
Score: 622
Industry: Social media

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84

Puma

13

Fitness

85

Puma

Rank Change: -13
Score: 622
Industry: Fitness

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85

Nordea Bank

25

Banks / Retail

86

Nordea Bank

Rank Change: -25
Score: 622
Industry: Banks / Retail

86

 

AGRIA Insurance

 

General insurance

87

AGRIA Insurance

Rank Change: N/A
Score: 621
Industry: General insurance

87

SEB

53

Banks / Retail

88

SEB

Rank Change: -53
Score: 621
Industry: Banks / Retail

88

 

Mercure

 

Travel / Hotels

89

Mercure

Rank Change: N/A
Score: 620
Industry: Travel / Hotels

89

Facebook

12

Social media

90

Facebook

Rank Change: -12
Score: 613
Industry: Social media

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90

Telenor Sverige

2

Telecom / Cell phone

91

Telenor Sverige

Rank Change: -2
Score: 612
Industry: Telecom / Cell phone

91

Folksam

25

General insurance

92

Folksam

Rank Change: -25
Score: 604
Industry: General insurance

92

Toyota

52

Automotive

93

Toyota

Rank Change: -52
Score: 598
Industry: Automotive

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93

TeliaSonera

23

Telecom / Cell phone

94

TeliaSonera

Rank Change: -23
Score: 598
Industry: Telecom / Cell phone

94

 

Hilton

 

Travel / Hotels

95

Hilton

Rank Change: N/A
Score: 593
Industry: Travel / Hotels

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95

Swedbank

37

Banks / Retail

96

Swedbank

Rank Change: -37
Score: 584
Industry: Banks / Retail

96

Google+

32

Social media

97

Google+

Rank Change: -32
Score: 579
Industry: Social media

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97

Vattenfall

11

Utilities

98

Vattenfall

Rank Change: -11
Score: 579
Industry: Utilities

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98

Trygg-Hansa

23

General insurance

99

Trygg-Hansa

Rank Change: -23
Score: 572
Industry: General insurance

99

Saab

8

Automotive

100

Saab

Rank Change: -8
Score: 569
Industry: Automotive

100

Pinterest

6

Social media

101

Pinterest

Rank Change: -6
Score: 568
Industry: Social media

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101

Bredbandsbolaget

23

Telecom / Cable

102

Bredbandsbolaget

Rank Change: -23
Score: 567
Industry: Telecom / Cable

102

Danske Bank

20

Banks / Retail

103

Danske Bank

Rank Change: -20
Score: 565
Industry: Banks / Retail

103

 

AFA Sjuk

 

General insurance

104

AFA Sjuk

Rank Change: N/A
Score: 562
Industry: General insurance

104

Bring

19

Shipping / Mail

105

Bring

Rank Change: -19
Score: 559
Industry: Shipping / Mail

105

E.ON Sverige

18

Utilities

106

E.ON Sverige

Rank Change: -18
Score: 557
Industry: Utilities

106

Skandia

16

Health insurance

107

Skandia

Rank Change: -16
Score: 554
Industry: Health insurance

Finance and insurance companies are no strangers to the bottom Simplicity Index in any region, and Skandia sits at the intersection of the two. Skandia offers not only insurance, but also savings, investments and even an online bank. Perhaps doing less would allow Skandia to focus on simplifying its services, which respondents call intricate, unclear, and unreliable.

107

Com Hem

15

Telecom / Cable

108

Com Hem

Rank Change: -15
Score: 554
Industry: Telecom / Cable

Offering a “triple play” of services—TV, internet and phone—Com Hem is perhaps triply complex. Respondents’ primary complaint is poor customer service. “Impossible to communicate with,” says an exasperated consumer.

108

Hertz

32

Travel / Car rental

109

Hertz

Rank Change: -32
Score: 545
Industry: Travel / Car rental

Complicated booking services and invoices sum up respondents’ typical frustrations with the rental car company. “Really hard to see what a car costs to rent on the website!!!” says one respondent.

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109

Canal Digital

36

Telecom / Cable

110

Canal Digital

Rank Change: -36
Score: 542
Industry: Telecom / Cable

Internet and TV provider Canal Digital is suffering from a lack of transparency that some respondents suspect is intentionally dishonest—definitely not a good way to build customer loyalty and trust. “Unfavorable contract is hiding behind initially nice offers,” explains one skeptical respondent.

110

Twitter

26

Social media

111

Twitter

Rank Change: -26
Score: 534
Industry: Social media

For many Twitter users in Sweden, Twitter’s raison d’être remains hazy—and maybe even hypocritical. “Not easy to understand the value of global gossip while the people shout loudly about their privacy and how often they feel offended,” remarks one cynical respondent.

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111

Fortum

14

Utilities

112

Fortum

Rank Change: -14
Score: 527
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.”

112

LinkedIn

16

Social media

113

LinkedIn

Rank Change: -16
Score: 519
Industry: Social media

This social media platform for professional networking suffers from a problem similar to Twitter’s in Sweden: people don’t understand its purpose? LinkedIn’s website isn’t doing it any favors either. Survey respondents complain about clicking through extraneous pages and credentials, preventing them from accessing the website efficiently. “Takes time clicking away!” exclaims one.

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113

Avis

30

Travel / Car rental

114

Avis

Rank Change: -30
Score: 518
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.

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114

SJ

16

Travel / Train

115

SJ

Rank Change: -16
Score: 506
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.

115

Ryanair

16

Travel / Air

116

Ryanair

Rank Change: -16
Score: 413
Industry: Travel / Air

10. Ryanair Hidden fees, complicated pricing and poor customer service seem to plague Ryanair’s perception each year. The discount airline’s reputation as underhanded is so pervasive that consumers report a total lack of confidence in the brand. “There are many stories where the communication has not been honest,” says a suspicious consumer.

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INDUSTRY RANKINGS

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.