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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

ALDI

3

Retail / Grocery

Rank Change: +3
Industry: Retail / Grocery

Also view in:

Global United Kingdom

2

Lidl

4

Retail / Grocery

Rank Change: +4
Industry: Retail / Grocery

Also view in:

Global Sweden United Kingdom

4

McDonald’s

1

Restaurants

Rank Change: -1
Industry: Restaurants

5

Edeka

3

Retail / Grocery

Rank Change: +3
Industry: Retail / Grocery

6

REWE

9

Retail / Grocery

Rank Change: +9
Industry: Retail / Grocery

7

KIK

9

Retail / Fashion; clothes

Rank Change: +9
Industry: Retail / Fashion; clothes

8

ING-DiBa

45

Banks / Retail

Rank Change: +45
Industry: Banks / Retail

9

Nordsee

11

Restaurants

Rank Change: +11
Industry: Restaurants

10

DM

3

Retail / Health and beauty; drugstore

Rank Change: -3
Industry: Retail / Health and beauty; drugstore

11

Zalando

14

Internet retail

Rank Change: +14
Industry: Internet retail

12

IKEA

3

Retail/General (mega/department store)

Rank Change: -3
Industry: Retail/General (mega/department store)

13

Rossmann

2

Retail / Health and beauty; drugstore

Rank Change: -2
Industry: Retail / Health and beauty; drugstore

14

Media Markt

14

Retail/General (mega/department store)

Rank Change: +14
Industry: Retail/General (mega/department store)

15

 

Trivago

 

Travel / Booking

Rank Change: N/A
Industry: Travel / Booking

Also view in:

Global United Kingdom

16

Miele

2

Appliances

Rank Change: -2
Industry: Appliances

Also view in:

Global Sweden

18

Douglas

5

Retail / Health and beauty; drugstore

Rank Change: +5
Industry: Retail / Health and beauty; drugstore

19

 

Mercure

 

Travel / Hotels

Rank Change: N/A
Industry: Travel / Hotels

20

 

Ibis

 

Travel / Hotels

Rank Change: N/A
Industry: Travel / Hotels

Also view in:

Global Sweden

21

Saturn

15

Retail/General (mega/department store)

Rank Change: +15
Industry: Retail/General (mega/department store)

22

OTTO

4

Internet retail

Rank Change: +4
Industry: Internet retail

23

Kaufhof

10

Retail/General (mega/department store)

Rank Change: +10
Industry: Retail/General (mega/department store)

24

KFC

7

Restaurants

Rank Change: -7
Industry: Restaurants

25

BILD

15

Media (newspapers, TV, online, mobile)

Rank Change: -15
Industry: Media (newspapers, TV, online, mobile)

26

Tchibo

21

Retail / Grocery

Rank Change: -21
Industry: Retail / Grocery

27

 

Asos

 

Internet retail

Rank Change: N/A
Industry: Internet retail

Also view in:

Global Sweden

28

H&M

15

Retail / Fashion; clothes

Rank Change: -15
Industry: Retail / Fashion; clothes

29

C&A

11

Retail / Fashion; clothes

Rank Change: -11
Industry: Retail / Fashion; clothes

30

Nokia

44

Electronics

Rank Change: +44
Industry: Electronics

31

Burger King

19

Restaurants

Rank Change: -19
Industry: Restaurants

32

Philips

12

Electronics

Rank Change: +12
Industry: Electronics

33

Marriott

51

Travel / Hotels

Rank Change: +51
Industry: Travel / Hotels

34

Holiday Inn

11

Travel / Hotels

Rank Change: +11
Industry: Travel / Hotels

35

Sony

4

Electronics

Rank Change: +4
Industry: Electronics

36

Audi

12

Automotive

Rank Change: -12
Industry: Automotive

37

Budnikowsky

18

Retail / Health and beauty; drugstore

Rank Change: -18
Industry: Retail / Health and beauty; drugstore

38

 

Its Travel

 

Travel / Booking

Rank Change: N/A
Industry: Travel / Booking

39

Bosch

5

Appliances

Rank Change: -5
Industry: Appliances

Also view in:

Global Sweden

40

 

eBay

 

Internet retail

Rank Change: N/C
Industry: Internet retail

42

BonPrix

20

Retail / Fashion; clothes

Rank Change: -20
Industry: Retail / Fashion; clothes

43

Panasonic

5

Electronics

Rank Change: +5
Industry: Electronics

44

Real

23

Retail / Grocery

Rank Change: -23
Industry: Retail / Grocery

45

Thomas Cook

15

Travel / Booking

Rank Change: -15
Industry: Travel / Booking

46

EP/Elektronik Partner

3

Retail/General (mega/department store)

Rank Change: -3
Industry: Retail/General (mega/department store)

47

Canon

8

Electronics

Rank Change: +8
Industry: Electronics

Also view in:

Global India United States

49

LG

14

Electronics

Rank Change: +14
Industry: Electronics

50

Mercedes-Benz

21

Automotive

Rank Change: -21
Industry: Automotive

51

Best Western

3

Travel / Hotels

Rank Change: +3
Industry: Travel / Hotels

Also view in:

Global Sweden United States

52

ZARA

15

Retail / Fashion; clothes

Rank Change: -15
Industry: Retail / Fashion; clothes

53

Vapiano

21

Restaurants

Rank Change: -21
Industry: Restaurants

54

SUBWAY

19

Restaurants

Rank Change: -19
Industry: Restaurants

Also view in:

Global Sweden United States

55

Opel

17

Automotive

Rank Change: -17
Industry: Automotive

58

Siemens

6

Electronics

Rank Change: +6
Industry: Electronics

Also view in:

Global Sweden

59

Ramada

23

Travel / Hotels

Rank Change: +23
Industry: Travel / Hotels

Also view in:

Global United States

60

Volksbanken Raiffeisenbanken

11

Banks / Retail

Rank Change: +11
Industry: Banks / Retail

61

MEDIMAX

9

Retail/General (mega/department store)

Rank Change: +9
Industry: Retail/General (mega/department store)

63

Techniker Krankenkasse

14

Health insurance

Rank Change: +14
Industry: Health insurance

64

Müller

33

Retail / Health and beauty; drugstore

Rank Change: -33
Industry: Retail / Health and beauty; drugstore

65

Der Touristik

20

Travel / Booking

Rank Change: +20
Industry: Travel / Booking

67

Hilton

15

Travel / Hotels

Rank Change: -15
Industry: Travel / Hotels

68

Prosieben

8

Media (newspapers, TV, online, mobile)

Rank Change: -8
Industry: Media (newspapers, TV, online, mobile)

69

Lufthansa

3

Travel / Air

Rank Change: +3
Industry: Travel / Air

Also view in:

Global Sweden United Kingdom

70

Skype

2

Telecommunications / Cell phone service providers

Rank Change: -2
Industry: Telecommunications / Cell phone service providers

71

Sparkasse

16

Banks / Retail

Rank Change: +16
Industry: Banks / Retail

73

AEG

26

Appliances

Rank Change: -26
Industry: Appliances

74

RTL

12

Media (newspapers, TV, online, mobile)

Rank Change: -12
Industry: Media (newspapers, TV, online, mobile)

75

Germanwings

17

Travel / Air

Rank Change: +17
Industry: Travel / Air

76

Microsoft

14

Electronics

Rank Change: +14
Industry: Electronics

77

Vox

21

Media (newspapers, TV, online, mobile)

Rank Change: -21
Industry: Media (newspapers, TV, online, mobile)

78

Alltours

12

Travel / Booking

Rank Change: -12
Industry: Travel / Booking

79

Volkswagen

18

Automotive

Rank Change: -18
Industry: Automotive

80

Ford

34

Automotive

Rank Change: -34
Industry: Automotive

81

Eurowings

7

Travel / Air

Rank Change: +7
Industry: Travel / Air

82

Sixt

9

Travel / Car rental

Rank Change: +9
Industry: Travel / Car rental

83

TUI

26

Travel / Booking

Rank Change: -26
Industry: Travel / Booking

84

Yahoo!

9

Internet search

Rank Change: -9
Industry: Internet search

85

easyJet

20

Travel / Air

Rank Change: -20
Industry: Travel / Air

Also view in:

Global United Kingdom

86

AOK

3

Health insurance

Rank Change: +3
Industry: Health insurance

87

BMW

28

Automotive

Rank Change: -28
Industry: Automotive

88

Puma

19

Fitness

Rank Change: -19
Industry: Fitness

89

SAT 1

38

Media (newspapers, TV, online, mobile)

Rank Change: -38
Industry: Media (newspapers, TV, online, mobile)

90

Europcar

41

Travel / Car rental

Rank Change: -41
Industry: Travel / Car rental

91

Spiegel

12

Media (newspapers, TV, online, mobile)

Rank Change: -12
Industry: Media (newspapers, TV, online, mobile)

93

Ryanair

24

Travel / Air

Rank Change: +24
Industry: Travel / Air

Also view in:

Global Sweden United Kingdom

94

Commerzbank

3

Banks / Retail

Rank Change: +3
Industry: Banks / Retail

95

Bayer

22

Retail / Health and beauty; drugstore

Rank Change: -22
Industry: Retail / Health and beauty; drugstore

96

TARGOBANK

9

Banks / Retail

Rank Change: +9
Industry: Banks / Retail

97

Hertz

16

Travel / Car rental

Rank Change: +16
Industry: Travel / Car rental

98

HP

15

Electronics

Rank Change: -15
Industry: Electronics

99

 

Porsche

 

Automotive

Rank Change: N/A
Industry: Automotive

100

eplus

5

Telecommunications / Cell phone service providers

Rank Change: -5
Industry: Telecommunications / Cell phone service providers

101

BARMER GEK

5

Health insurance

Rank Change: -5
Industry: Health insurance

102

Bing

5

Internet search

Rank Change: +5
Industry: Internet search

Also view in:

Global Japan United States

103

Hermes

36

Shipping / Mail

Rank Change: -36
Industry: Shipping / Mail

104

iTunes

11

Internet retail

Rank Change: -11
Industry: Internet retail

105

Avis

9

Travel / Car rental

Rank Change: +9
Industry: Travel / Car rental

106

Vattenfall

3

Utilities

Rank Change: -3
Industry: Utilities

Also view in:

Global Sweden

107

Deutsche Post

31

Shipping / Mail

Rank Change: -31
Industry: Shipping / Mail

108

Sky

22

Media (newspapers, TV, online, mobile)

Rank Change: -22
Industry: Media (newspapers, TV, online, mobile)

Also view in:

Global United Kingdom

109

Xing

6

Social media

Rank Change: +6
Industry: Social media

110

ERGO

9

General insurance

Rank Change: +9
Industry: General insurance

111

airberlin

30

Travel / Air

Rank Change: -30
Industry: Travel / Air

112

UPS

10

Shipping / Mail

Rank Change: -10
Industry: Shipping / Mail

113

Deutsche Postbank

14

Banks / Retail

Rank Change: -14
Industry: Banks / Retail

114

FedEx

8

Shipping / Mail

Rank Change: -8
Industry: Shipping / Mail

115

O2

15

Telecommunications / Cell phone service providers

Rank Change: -15
Industry: Telecommunications / Cell phone service providers

Also view in:

Global United Kingdom

116

Deutsche Bahn

7

Travel / Train

Rank Change: +7
Industry: Travel / Train

117

Allianz

3

General insurance

Rank Change: +3
Industry: General insurance

118

 

Deutsche Telekom

 

Telecommunications / Cell phone service providers

Rank Change: N/C
Industry: Telecommunications / Cell phone service providers

120

Vodafone

12

Telecommunications / Cell phone service providers

Rank Change: -12
Industry: Telecommunications / Cell phone service providers

Also view in:

Global India United Kingdom

121

AXA

12

General insurance

Rank Change: -12
Industry: General insurance

122

HypoVereinsbank

18

Banks / Retail

Rank Change: -18
Industry: Banks / Retail

123

RWE

7

Utilities

Rank Change: -7
Industry: Utilities

125

Generali

1

General insurance

Rank Change: -1
Industry: General insurance

126

Wüstenrot

5

General insurance

Rank Change: -5
Industry: General insurance

127

Deutsche Bank

17

Banks / Retail

Rank Change: -17
Industry: Banks / Retail

128

R+V Versicherung

17

General insurance

Rank Change: -17
Industry: General insurance

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 N/A
Industry Simplicity Score Simplicity Premium
864 8%
Industry Simplicity Score Simplicity Premium
848 4%
Industry Simplicity Score Simplicity Premium
820 5%
Industry Simplicity Score Simplicity Premium
815 7%
Industry Simplicity Score Simplicity Premium
740 6%
Industry Simplicity Score Simplicity Premium
729 6%
Industry Simplicity Score Simplicity Premium
717 10%
Industry Simplicity Score Simplicity Premium
690 7%
Industry Simplicity Score Simplicity Premium
679 9%
Industry Simplicity Score Simplicity Premium
678 6%
Industry Simplicity Score Simplicity Premium
640 5%
Industry Simplicity Score Simplicity Premium
632 11%
Industry Simplicity Score Simplicity Premium
625 11%
Industry Simplicity Score Simplicity Premium
581 8%
Industry Simplicity Score Simplicity Premium
519 7%
Industry Simplicity Score Simplicity Premium
495 N/A
Industry Simplicity Score Simplicity Premium
484 8%
Industry Simplicity Score Simplicity Premium
483 6%
Industry Simplicity Score Simplicity Premium
480 9%
Industry Simplicity Score Simplicity Premium
474 7%
Industry Simplicity Score Simplicity Premium
460 6%

23

Industry Simplicity Score Simplicity Premium
412 9%
Industry Simplicity Score Simplicity Premium
273 6%
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 Germany can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.