Germany

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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

Amazon

8

Internet retail

Amazon

Rank Change: +8
Industry: Internet retail

2

Google

1

Internet search

Google

Rank Change: -1
Industry: Internet search

3

McDonald’s

15

Restaurants

McDonald’s

Rank Change: +15
Industry: Restaurants

4

ALDI

2

Retail / Grocery

ALDI

Rank Change: -2
Industry: Retail / Grocery

Also view in:

Global United Kingdom

5

Tchibo

2

Retail / Grocery

Tchibo

Rank Change: -2
Industry: Retail / Grocery

6

Lidl

1

Retail / Grocery

Lidl

Rank Change: -1
Industry: Retail / Grocery

Also view in:

Global Sweden United Kingdom

7

DM

1

Retail / Health and beauty

DM

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

8

Edeka

2

Retail / Grocery

Edeka

Rank Change: -2
Industry: Retail / Grocery

9

IKEA

5

Retail / General

IKEA

Rank Change: -5
Industry: Retail / General

10

BILD

2

Media

BILD

Rank Change: +2
Industry: Media

11

Rossmann

4

Retail / Health and beauty

Rossmann

Rank Change: +4
Industry: Retail / Health and beauty

12

Burger King

28

Restaurants

Burger King

Rank Change: +28
Industry: Restaurants

13

H&M

3

Retail / Fashion

H&M

Rank Change: +3
Industry: Retail / Fashion

14

Miele

8

Appliances

Miele

Rank Change: +8
Industry: Appliances

Also view in:

Global Sweden

15

REWE

10

Retail / Grocery

REWE

Rank Change: +10
Industry: Retail / Grocery

16

KIK

15

Retail / Fashion

KIK

Rank Change: +15
Industry: Retail / Fashion

17

KFC

37

Restaurants

KFC

Rank Change: +37
Industry: Restaurants

18

C&A

10

Retail / Fashion

C&A

Rank Change: +10
Industry: Retail / Fashion

19

Budnikowsky

12

Retail / Health and beauty

Budnikowsky

Rank Change: -12
Industry: Retail / Health and beauty

20

Nordsee

17

Restaurants

Nordsee

Rank Change: +17
Industry: Restaurants

21

Real

2

Retail / Grocery

Real

Rank Change: -2
Industry: Retail / Grocery

22

BonPrix

8

Retail / Fashion

BonPrix

Rank Change: -8
Industry: Retail / Fashion

23

Douglas

2

Retail / Health and beauty

Douglas

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

24

Audi

1

Automotive

Audi

Rank Change: -1
Industry: Automotive

25

Zalando

14

Internet retail

Zalando

Rank Change: -14
Industry: Internet retail

26

OTTO

6

Internet retail

OTTO

Rank Change: -6
Industry: Internet retail

27

YouTube

17

Social media

YouTube

Rank Change: +17
Industry: Social media

28

Media Markt

4

Retail / General

Media Markt

Rank Change: -4
Industry: Retail / General

29

Mercedes-Benz

10

Automotive

Mercedes-Benz

Rank Change: +10
Industry: Automotive

30

Thomas Cook

61

Travel / Booking

Thomas Cook

Rank Change: +61
Industry: Travel / Booking

31

Müller

3

Retail / Health and beauty

Müller

Rank Change: +3
Industry: Retail / Health and beauty

32

Vapiano

31

Restaurants

Vapiano

Rank Change: +31
Industry: Restaurants

33

Kaufhof

15

Retail / General

Kaufhof

Rank Change: +15
Industry: Retail / General

34

Bosch

5

Appliances

Bosch

Rank Change: -5
Industry: Appliances

Also view in:

Global Sweden

35

 

SUBWAY

 

Restaurants

SUBWAY

Rank Change: N/A
Industry: Restaurants

Also view in:

Global Sweden United States

36

Saturn

4

Retail / General

Saturn

Rank Change: -4
Industry: Retail / General

37

ZARA

1

Retail / Fashion

ZARA

Rank Change: +1
Industry: Retail / Fashion

38

Opel

7

Automotive

Opel

Rank Change: +7
Industry: Automotive

39

Sony

3

Electronics

Sony

Rank Change: +3
Industry: Electronics

40

eBay

23

Internet retail

eBay

Rank Change: -23
Industry: Internet retail

41

Adidas

32

Fitness

Adidas

Rank Change: +32
Industry: Fitness

42

 

Toyota

 

Automotive

Toyota

Rank Change: N/A
Industry: Automotive

43

EP/Elektronik Partner

3

Retail / General

EP/Elektronik Partner

Rank Change: +3
Industry: Retail / General

44

Philips

8

Electronics

Philips

Rank Change: +8
Industry: Electronics

45

Holiday Inn

6

Travel / Hotels

Holiday Inn

Rank Change: +6
Industry: Travel / Hotels

46

Ford

20

Automotive

Ford

Rank Change: -20
Industry: Automotive

47

AEG

6

Appliances

AEG

Rank Change: -6
Industry: Appliances

48

Panasonic

14

Electronics

Panasonic

Rank Change: +14
Industry: Electronics

49

Europcar

49

Travel / Car rental

Europcar

Rank Change: +49
Industry: Travel / Car rental

50

Samsung

23

Electronics

Samsung

Rank Change: -23
Industry: Electronics

51

SAT 1

13

Media

SAT 1

Rank Change: +13
Industry: Media

52

Hilton

6

Travel / Hotels

Hilton

Rank Change: +6
Industry: Travel / Hotels

53

ING-DiBa

13

Banks / Retail

ING-DiBa

Rank Change: +13
Industry: Banks / Retail

54

Best Western

7

Travel / Hotels

Best Western

Rank Change: +7
Industry: Travel / Hotels

Also view in:

Global Sweden United States

55

Canon

2

Electronics

Canon

Rank Change: -2
Industry: Electronics

Also view in:

Global India United States

56

Vox

3

Media

Vox

Rank Change: +3
Industry: Media

57

TUI

12

Travel / Booking

TUI

Rank Change: +12
Industry: Travel / Booking

58

Nike

2

Fitness

Nike

Rank Change: -2
Industry: Fitness

59

BMW

23

Automotive

BMW

Rank Change: -23
Industry: Automotive

60

Prosieben

3

Media

Prosieben

Rank Change: -3
Industry: Media

61

Volkswagen

48

Automotive

Volkswagen

Rank Change: -48
Industry: Automotive

62

RTL

7

Media

RTL

Rank Change: -7
Industry: Media

63

LG

14

Electronics

LG

Rank Change: -14
Industry: Electronics

64

Siemens

29

Electronics

Siemens

Rank Change: -29
Industry: Electronics

Also view in:

Global Middle East Sweden

65

easyJet

28

Travel / Air

easyJet

Rank Change: +28
Industry: Travel / Air

Also view in:

Global United Kingdom

66

 

Alltours

 

Travel / Booking

Alltours

Rank Change: N/A
Industry: Travel / Booking

67

Hermes

5

Shipping / Mail

Hermes

Rank Change: +5
Industry: Shipping / Mail

68

Skype

7

Telecom / Cell phone

Skype

Rank Change: +7
Industry: Telecom / Cell phone

69

Puma

1

Fitness

Puma

Rank Change: +1
Industry: Fitness

70

MEDIMAX

23

Retail / General

MEDIMAX

Rank Change: -23
Industry: Retail / General

71

Volksbanken Raiffeisenbanken

13

Banks / Retail

Volksbanken Raiffeisenbanken

Rank Change: +13
Industry: Banks / Retail

72

Lufthansa

4

Travel / Air

Lufthansa

Rank Change: +4
Industry: Travel / Air

Also view in:

Global Sweden United Kingdom

73

Bayer

13

Retail / Health and beauty

Bayer

Rank Change: +13
Industry: Retail / Health and beauty

74

Nokia

24

Electronics

Nokia

Rank Change: -24
Industry: Electronics

75

Yahoo!

42

Internet search

Yahoo!

Rank Change: -42
Industry: Internet search

76

Deutsche Post

7

Shipping / Mail

Deutsche Post

Rank Change: +7
Industry: Shipping / Mail

77

 

Techniker Krankenkasse

 

Health insurance

Techniker Krankenkasse

Rank Change: N/C
Industry: Health insurance

78

Apple

35

Electronics

Apple

Rank Change: -35
Industry: Electronics

79

Spiegel

5

Media

Spiegel

Rank Change: -5
Industry: Media

80

Reebok

2

Fitness

Reebok

Rank Change: +2
Industry: Fitness

81

 

airberlin

 

Travel / Air

airberlin

Rank Change: N/C
Industry: Travel / Air

82

 

Ramada

 

Travel / Hotels

Ramada

Rank Change: N/A
Industry: Travel / Hotels

Also view in:

Global United States

83

HP

15

Electronics

HP

Rank Change: -15
Industry: Electronics

84

Marriott

19

Travel / Hotels

Marriott

Rank Change: -19
Industry: Travel / Hotels

85

 

DER

 

Travel / Booking

DER

Rank Change: N/A
Industry: Travel / Booking

86

Sky

7

Media

Sky

Rank Change: -7
Industry: Media

Also view in:

Global United Kingdom

87

Sparkasse

2

Banks / Retail

Sparkasse

Rank Change: +2
Industry: Banks / Retail

88

 

Eurowings

 

Travel / Air

Eurowings

Rank Change: N/A
Industry: Travel / Air

89

AOK

1

Health insurance

AOK

Rank Change: -1
Industry: Health insurance

90

Microsoft

12

Electronics

Microsoft

Rank Change: -12
Industry: Electronics

91

Sixt

11

Travel / Car rental

Sixt

Rank Change: -11
Industry: Travel / Car rental

92

 

Germanwings

 

Travel / Air

Germanwings

Rank Change: N/C
Industry: Travel / Air

93

iTunes

22

Internet retail

iTunes

Rank Change: -22
Industry: Internet retail

94

Google+

10

Social media

Google+

Rank Change: +10
Industry: Social media

95

eplus

10

Telecom / Cell phone

eplus

Rank Change: -10
Industry: Telecom / Cell phone

96

BARMER GEK

9

Health insurance

BARMER GEK

Rank Change: -9
Industry: Health insurance

97

Commerzbank

4

Banks / Retail

Commerzbank

Rank Change: +4
Industry: Banks / Retail

98

Dell

31

Electronics

Dell

Rank Change: -31
Industry: Electronics

99

Deutsche Postbank

9

Banks / Retail

Deutsche Postbank

Rank Change: -9
Industry: Banks / Retail

100

O2

5

Telecom / Cell phone

O2

Rank Change: -5
Industry: Telecom / Cell phone

Also view in:

Global United Kingdom

101

Twitter

1

Social media

Twitter

Rank Change: +1
Industry: Social media

102

UPS

1

Shipping / Mail

UPS

Rank Change: +1
Industry: Shipping / Mail

103

Vattenfall

7

Utilities

Vattenfall

Rank Change: -7
Industry: Utilities

Also view in:

Global Sweden

104

 

HypoVereinsbank

 

Banks / Retail

HypoVereinsbank

Rank Change: N/A
Industry: Banks / Retail

105

TARGOBANK

2

Banks / Retail

TARGOBANK

Rank Change: +2
Industry: Banks / Retail

106

 

FedEx

 

Shipping / Mail

FedEx

Rank Change: N/A
Industry: Shipping / Mail

107

Bing

77

Internet search

Bing

Rank Change: -77
Industry: Internet search

Also view in:

Global Japan United States

108

Vodafone

11

Telecom / Cell phone

Vodafone

Rank Change: -11
Industry: Telecom / Cell phone

Also view in:

Global India United Kingdom

109

AXA

2

General insurance

AXA

Rank Change: +2
Industry: General insurance

Also view in:

Global Japan Middle East

110

Deutsche Bank

4

Banks / Retail

Deutsche Bank

Rank Change: +4
Industry: Banks / Retail

111

R+V Versicherung

1

General insurance

R+V Versicherung

Rank Change: +1
Industry: General insurance

112

Facebook

7

Social media

Facebook

Rank Change: -7
Industry: Social media

113

Hertz

14

Travel / Car rental

Hertz

Rank Change: -14
Industry: Travel / Car rental

114

Avis

20

Travel / Car rental

Avis

Rank Change: -20
Industry: Travel / Car rental

115

Xing

9

Social media

Xing

Rank Change: -9
Industry: Social media

116

RWE

16

Utilities

RWE

Rank Change: -16
Industry: Utilities

117

Ryanair

8

Travel / Air

Ryanair

Rank Change: -8
Industry: Travel / Air

Also view in:

Global Sweden United Kingdom

118

Deutsche Telekom

10

Telecom / Cell phone

Deutsche Telekom

Rank Change: -10
Industry: Telecom / Cell phone

119

ERGO

1

General insurance

ERGO

Rank Change: -1
Industry: General insurance

120

Allianz

5

General insurance

Allianz

Rank Change: -5
Industry: General insurance

121

Wüstenrot

8

General insurance

Wüstenrot

Rank Change: -8
Industry: General insurance

122

Deutsche Bahn

7

Travel / Train

Deutsche Bahn

Rank Change: -7
Industry: Travel / Train

123

Generali

7

General insurance

Generali

Rank Change: -7
Industry: General insurance

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 4%
Industry Simplicity Score Simplicity Premium
803 17%
Industry Simplicity Score Simplicity Premium
788 19%
Industry Simplicity Score Simplicity Premium
760 12%
Industry Simplicity Score Simplicity Premium
737 17%
Industry Simplicity Score Simplicity Premium
706 15%
Industry Simplicity Score Simplicity Premium
706 14%
Industry Simplicity Score Simplicity Premium
690 21%
Industry Simplicity Score Simplicity Premium
671 12%

10

Industry Simplicity Score Simplicity Premium
638 8%
Industry Simplicity Score Simplicity Premium
619 15%
Industry Simplicity Score Simplicity Premium
614 17%
Industry Simplicity Score Simplicity Premium
606 20%
Industry Simplicity Score Simplicity Premium
582 20%
Industry Simplicity Score Simplicity Premium
578 7%
Industry Simplicity Score Simplicity Premium
512 14%
Industry Simplicity Score Simplicity Premium
480 10%
Industry Simplicity Score Simplicity Premium
452 15%
Industry Simplicity Score Simplicity Premium
449 9%
Industry Simplicity Score Simplicity Premium
447 16%
Industry Simplicity Score Simplicity Premium
437 12%
Industry Simplicity Score Simplicity Premium
435 12%

23

Industry Simplicity Score Simplicity Premium
416 9%
Industry Simplicity Score Simplicity Premium
386 4%
Industry Simplicity Score Simplicity Premium
240 17%

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.