Sweden

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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

IKEA

Rank Change: N/C
Industry: Retail / General

2

 

Google

 

Internet search

Google

Rank Change: N/C
Industry: Internet search

3

ICA

1

Retail / Grocery

ICA

Rank Change: +1
Industry: Retail / Grocery

4

Blocket

1

Internet retail

Blocket

Rank Change: -1
Industry: Internet retail

5

 

Clas Ohlson

 

Retail / General

Clas Ohlson

Rank Change: N/C
Industry: Retail / General

6

Willys

8

Retail / Grocery

Willys

Rank Change: +8
Industry: Retail / Grocery

7

Max Hamburgare

13

Restaurants

Max Hamburgare

Rank Change: +13
Industry: Restaurants

8

Lindex

18

Retail / Fashion

Lindex

Rank Change: +18
Industry: Retail / Fashion

9

Lidl

2

Retail / Grocery

Lidl

Rank Change: +2
Industry: Retail / Grocery

Also view in:

Germany Global United Kingdom

10

 

Adlibris

 

Internet retail

Adlibris

Rank Change: N/A
Industry: Internet retail

11

Burger King

4

Restaurants

Burger King

Rank Change: +4
Industry: Restaurants

12

 

Apoteket

 

Retail / Health and beauty

Apoteket

Rank Change: N/C
Industry: Retail / Health and beauty

13

Netto

8

Retail / Grocery

Netto

Rank Change: +8
Industry: Retail / Grocery

14

Åhléns

4

Retail / General

Åhléns

Rank Change: +4
Industry: Retail / General

15

Coop

7

Retail / Grocery

Coop

Rank Change: -7
Industry: Retail / Grocery

16

TUI

7

Travel / Booking

TUI

Rank Change: -7
Industry: Travel / Booking

17

H&M

8

Retail / Fashion

H&M

Rank Change: +8
Industry: Retail / Fashion

18

Aftonbladet

21

Media

Aftonbladet

Rank Change: +21
Industry: Media

19

McDonald’s

12

Restaurants

McDonald’s

Rank Change: -12
Industry: Restaurants

20

Tradera

8

Internet retail

Tradera

Rank Change: +8
Industry: Internet retail

21

Hemköp

9

Retail / Grocery

Hemköp

Rank Change: +9
Industry: Retail / Grocery

22

YouTube

3

Social media

YouTube

Rank Change: -3
Industry: Social media

23

Netflix

17

Media

Netflix

Rank Change: -17
Industry: Media

24

 

DesignTorget

 

Retail / General

DesignTorget

Rank Change: N/A
Industry: Retail / General

25

 

ST1.se

 

Travel / Air

ST1.se

Rank Change: N/A
Industry: Travel / Air

26

Expressen

7

Media

Expressen

Rank Change: +7
Industry: Media

27

Spotify

4

Media

Spotify

Rank Change: -4
Industry: Media

28

KappAhl

14

Retail / Fashion

KappAhl

Rank Change: +14
Industry: Retail / Fashion

29

Life

12

Retail / Health and beauty

Life

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

30

nelly.com

6

Internet retail

nelly.com

Rank Change: +6
Industry: Internet retail

31

cdon

15

Internet retail

cdon

Rank Change: -15
Industry: Internet retail

32

 

SUBWAY

 

Restaurants

SUBWAY

Rank Change: N/A
Industry: Restaurants

Also view in:

Germany Global United States

33

Samsung

2

Electronics

Samsung

Rank Change: +2
Industry: Electronics

34

Pizza Hut

46

Restaurants

Pizza Hut

Rank Change: +46
Industry: Restaurants

35

Kronans Apotek

4

Retail / Health and beauty

Kronans Apotek

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

36

Volvo

12

Automotive

Volvo

Rank Change: -12
Industry: Automotive

37

Nordic Choice Hotels

13

Travel / Hotels

Nordic Choice Hotels

Rank Change: +13
Industry: Travel / Hotels

38

Gina Tricot

2

Retail / Fashion

Gina Tricot

Rank Change: +2
Industry: Retail / Fashion

39

Göteborgs Posten

7

Media

Göteborgs Posten

Rank Change: -7
Industry: Media

40

Circle K

3

Utilities

Circle K

Rank Change: -3
Industry: Utilities

41

Scandic Hotels

14

Travel / Hotels

Scandic Hotels

Rank Change: -14
Industry: Travel / Hotels

42

Apollo

20

Travel / Booking

Apollo

Rank Change: -20
Industry: Travel / Booking

43

 

Synoptik

 

Retail / Health and beauty

Synoptik

Rank Change: N/A
Industry: Retail / Health and beauty

44

Viaplay

31

Media

Viaplay

Rank Change: -31
Industry: Media

45

Nokia

2

Electronics

Nokia

Rank Change: -2
Industry: Electronics

46

 

Fazer

 

Retail / Grocery

Fazer

Rank Change: N/A
Industry: Retail / Grocery

47

Comviq

1

Telecom / Cell phone

Comviq

Rank Change: +1
Industry: Telecom / Cell phone

48

Apotek Hjärtat

19

Retail / Health and beauty

Apotek Hjärtat

Rank Change: -19
Industry: Retail / Health and beauty

49

 

OKQ8

 

Travel / Air

OKQ8

Rank Change: N/A
Industry: Travel / Air

50

Comfort Hotels

12

Travel / Hotels

Comfort Hotels

Rank Change: +12
Industry: Travel / Hotels

51

Cylinda

22

Appliances

Cylinda

Rank Change: +22
Industry: Appliances

52

Ticnet

3

Travel / Booking

Ticnet

Rank Change: +3
Industry: Travel / Booking

53

Ving

43

Travel / Booking

Ving

Rank Change: -43
Industry: Travel / Booking

54

Sony

20

Electronics

Sony

Rank Change: -20
Industry: Electronics

55

Skype

8

Telecom / Cell phone

Skype

Rank Change: +8
Industry: Telecom / Cell phone

56

SEB

31

Banks / Retail

SEB

Rank Change: +31
Industry: Banks / Retail

57

Audi

8

Automotive

Audi

Rank Change: +8
Industry: Automotive

58

Electrolux

5

Appliances

Electrolux

Rank Change: -5
Industry: Appliances

59

 

Husqvarna

 

Appliances

Husqvarna

Rank Change: N/A
Industry: Appliances

60

Tele2

6

Telecom / Cell phone

Tele2

Rank Change: +6
Industry: Telecom / Cell phone

61

Norwegian Air

7

Travel / Air

Norwegian Air

Rank Change: +7
Industry: Travel / Air

Also view in:

Global United Kingdom

62

Miele

2

Appliances

Miele

Rank Change: +2
Industry: Appliances

Also view in:

Germany Global

63

Apple

18

Electronics

Apple

Rank Change: -18
Industry: Electronics

64

 

Lloyds Apotek

 

Retail / Health and beauty

Lloyds Apotek

Rank Change: N/A
Industry: Retail / Health and beauty

65

MQ

14

Retail / Fashion

MQ

Rank Change: +14
Industry: Retail / Fashion

66

Dagens Nyheter

25

Media

Dagens Nyheter

Rank Change: -25
Industry: Media

67

 

Länsförsäkringar

 

General insurance

Länsförsäkringar

Rank Change: N/C
Industry: General insurance

68

 

Budget

 

Travel / Car rental

Budget

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

69

Puma

15

Fitness

Puma

Rank Change: +15
Industry: Fitness

70

 

Bonnier

 

Media

Bonnier

Rank Change: N/C
Industry: Media

71

ViaSat

15

Media

ViaSat

Rank Change: -15
Industry: Media

72

Volkswagen

15

Automotive

Volkswagen

Rank Change: -15
Industry: Automotive

73

 

Stor och Liten

 

Retail / General

Stor och Liten

Rank Change: N/A
Industry: Retail / General

74

 

AvanzaBank

 

Banks / Retail

AvanzaBank

Rank Change: N/A
Industry: Banks / Retail

75

Nike

17

Fitness

Nike

Rank Change: -17
Industry: Fitness

76

Twitter

34

Social media

Twitter

Rank Change: +34
Industry: Social media

77

Instagram

6

Social media

Instagram

Rank Change: +6
Industry: Social media

78

SAS

32

Travel / Air

SAS

Rank Change: -32
Industry: Travel / Air

79

Best Western

20

Travel / Hotels

Best Western

Rank Change: -20
Industry: Travel / Hotels

Also view in:

Germany Global United States

80

Bosch

4

Appliances

Bosch

Rank Change: -4
Industry: Appliances

Also view in:

Germany Global

81

Posten (Postnord)

10

Shipping / Mail

Posten (Postnord)

Rank Change: -10
Industry: Shipping / Mail

82

Saab

17

Automotive

Saab

Rank Change: +17
Industry: Automotive

83

 

Stena Line

 

Travel / Air

Stena Line

Rank Change: N/A
Industry: Travel / Air

84

Starbucks

2

Restaurants

Starbucks

Rank Change: -2
Industry: Restaurants

85

Adidas

34

Fitness

Adidas

Rank Change: -34
Industry: Fitness

86

 

Ikano Bank

 

Banks / Retail

Ikano Bank

Rank Change: N/A
Industry: Banks / Retail

87

Reebok

18

Fitness

Reebok

Rank Change: -18
Industry: Fitness

88

Facebook

1

Social media

Facebook

Rank Change: +1
Industry: Social media

89

Handelsbanken

35

Banks / Retail

Handelsbanken

Rank Change: -35
Industry: Banks / Retail

90

Siemens

12

Appliances

Siemens

Rank Change: -12
Industry: Appliances

Also view in:

Germany Global Middle East

91

TeliaSonera

2

Telecom / Cell phone

TeliaSonera

Rank Change: +2
Industry: Telecom / Cell phone

92

Bredbandsbolaget

9

Telecom / Cable

Bredbandsbolaget

Rank Change: +9
Industry: Telecom / Cable

93

 

BMW

 

Automotive

BMW

Rank Change: N/A
Industry: Automotive

94

Dell

42

Electronics

Dell

Rank Change: -42
Industry: Electronics

95

AGRIA Insurance

9

General insurance

AGRIA Insurance

Rank Change: -9
Industry: General insurance

96

Lufthansa

58

Travel / Air

Lufthansa

Rank Change: -58
Industry: Travel / Air

Also view in:

Germany Global United Kingdom

97

Toyota

5

Automotive

Toyota

Rank Change: -5
Industry: Automotive

98

First Hotels

51

Travel / Hotels

First Hotels

Rank Change: -51
Industry: Travel / Hotels

99

Com Hem

8

Telecom / Cable

Com Hem

Rank Change: +8
Industry: Telecom / Cable

100

Radisson

51

Travel / Hotels

Radisson

Rank Change: -51
Industry: Travel / Hotels

101

Canal Digital

8

Telecom / Cable

Canal Digital

Rank Change: +8
Industry: Telecom / Cable

102

DHL

41

Shipping / Mail

DHL

Rank Change: -41
Industry: Shipping / Mail

103

Bring

1

Shipping / Mail

Bring

Rank Change: +1
Industry: Shipping / Mail

104

Folksam

13

General insurance

Folksam

Rank Change: -13
Industry: General insurance

105

Vattenfall

8

Utilities

Vattenfall

Rank Change: -8
Industry: Utilities

Also view in:

Germany Global

106

Hertz

2

Travel / Car rental

Hertz

Rank Change: +2
Industry: Travel / Car rental

107

Schenker

30

Shipping / Mail

Schenker

Rank Change: -30
Industry: Shipping / Mail

108

Telenor Sverige

18

Telecom / Cell phone

Telenor Sverige

Rank Change: -18
Industry: Telecom / Cell phone

109

Trygg-Hansa

11

General insurance

Trygg-Hansa

Rank Change: -11
Industry: General insurance

110

Nordea Bank

25

Banks / Retail

Nordea Bank

Rank Change: -25
Industry: Banks / Retail

111

E.ON Sverige

6

Utilities

E.ON Sverige

Rank Change: -6
Industry: Utilities

112

Fortum

1

Utilities

Fortum

Rank Change: -1
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.”

113

Ericsson

41

Telecom / Cell phone

Ericsson

Rank Change: -41
Industry: Telecom / Cell phone

114

British Airways

39

Travel / Air

British Airways

Rank Change: -39
Industry: Travel / Air

Also view in:

Global United Kingdom

115

Skandia

9

General insurance

Skandia

Rank Change: -9
Industry: General insurance

116

Swedbank

21

Banks / Retail

Swedbank

Rank Change: -21
Industry: Banks / Retail

117

SJ

3

Travel / Train

SJ

Rank Change: -3
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.

118

 

MTG.com

 

Media

MTG.com

Rank Change: N/A
Industry: Media

119

Danske Bank

17

Banks / Retail

Danske Bank

Rank Change: -17
Industry: Banks / Retail

120

Ryanair

5

Travel / Air

Ryanair

Rank Change: -5
Industry: Travel / Air

Also view in:

Germany Global United Kingdom

121

LinkedIn

9

Social media

LinkedIn

Rank Change: -9
Industry: Social media

122

AFA Sjuk

19

General insurance

AFA Sjuk

Rank Change: -19
Industry: General insurance

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 7%
Industry Simplicity Score Simplicity Premium
830 10%
Industry Simplicity Score Simplicity Premium
786 7%
Industry Simplicity Score Simplicity Premium
778 9%
Industry Simplicity Score Simplicity Premium
694 8%
Industry Simplicity Score Simplicity Premium
671 17%
Industry Simplicity Score Simplicity Premium
648 9%
Industry Simplicity Score Simplicity Premium
624 10%

9

Industry Simplicity Score Simplicity Premium
610 6%
Industry Simplicity Score Simplicity Premium
602 13%
Industry Simplicity Score Simplicity Premium
584 15%
Industry Simplicity Score Simplicity Premium
583 8%
Industry Simplicity Score Simplicity Premium
574 8%
Industry Simplicity Score Simplicity Premium
559 13%
Industry Simplicity Score Simplicity Premium
553 17%
Industry Simplicity Score Simplicity Premium
550 19%
Industry Simplicity Score Simplicity Premium
491 4%
Industry Simplicity Score Simplicity Premium
474 11%
Industry Simplicity Score Simplicity Premium
468 15%
Industry Simplicity Score Simplicity Premium
465 12%

21

Industry Simplicity Score Simplicity Premium
449 10%
Industry Simplicity Score Simplicity Premium
364 9%
Industry Simplicity Score Simplicity Premium
300 10%
Industry Simplicity Score Simplicity Premium
272 9%
Industry Simplicity Score Simplicity Premium
240 14%

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.