Germany

Navigate this region's Brand Index, industry rankings and value of simplicity.

Show:

Top 10

Bottom 10

ALDI

Rank change
from 2012:

Brand Simplicity
Score:

968

Industry:

Retail/Grocery

The German supermarket chain is all about “efficiency and simplicity,” and it must be holding up to this promise. ALDI has moved to #1 on the Germany Simplicity Index, and earned the top spot on the Global Simplicity Index as well. Respondents find the store expertly organized in a way that is aesthetically pleasing, easy to navigate and free of clutter, with advertising and brochures that are easy to understand.

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McDonald’s

Rank change
from 2012:

Brand Simplicity
Score:

875

Industry:

Restaurants

Fast-food icon McDonald’s once again lands near the top of the Germany Simplicity Index, earning simplicity points for its accessibility and consistency. German respondents also praise McDonald’s for its simple and straightforward menu and advertising campaigns featuring short, snappy, clear and memorable slogans.

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Amazon

Rank change
from 2012:

-2

Brand Simplicity
Score:

857

Industry:

Internet retail

Though it has fallen two spots from the No. 1 position in the Germany Simplicity Index for the past three years, online retail giant Amazon is still holding strong, earning the #3 spot this year. Respondents particularly value Amazon’s quickness in both ordering and receiving packages. They find the website to be extremely simple and easy to navigate and are pleased with all the choices Amazon offers.

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Google

Rank change
from 2012:

-2

Brand Simplicity
Score:

840

Industry:

Internet search

Once again, the perennially popular search engine Google finishes near the top of the Germany Simplicity Index. Respondents praise Google for its speed and clear interface, which make it efficient and easy to use. Despite disputes over Google’s privacy policy in Germany and a fine for illegally collecting data for its Google Maps product, Google was still highly ranked in simplicity with one respondent simply calling it “the easiest!”

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BILD

Rank change
from 2012:

-2

Brand Simplicity
Score:

836

Industry:

Media

A content mix of tabloid and hard news has helped make BILD Germany’s best-selling daily and Europe’s top-selling newspaper with the sixth-largest worldwide circulation. Respondents appreciate that it’s available everywhere. BILD earns a Top 10 spot for its plain and clear language and reader-friendly design with large headlines and a straightforward layout. Whether BILD’s recent introduction (May 2013) of a pay wall on its website, requiring customers to pay for certain content, will impact the customer experience remains to be seen.

Lidl

Rank change
from 2012:

Brand Simplicity
Score:

824

Industry:

Retail/Grocery

Discount supermarket chain Lidl—like its competitor ALDI—wins a lot of simplicity points because it has affordable prices, clear advertising and widespread, easy-to-reach locations. The brand also recently launched an updated mobile app that makes shopping easier by including information on specific in-store specials—so customers have a leg up on deals before they even step into a store.

IKEA

Rank change
from 2012:

Brand Simplicity
Score:

820

Industry:

Retail/General

Germany is IKEA’s largest market with over 45 stores across the country, and it appears to be paying off in terms of simplicity. IKEA jumps 6 spots to land in the Top 10 of this year’s Germany Simplicity Index. From its easy-to-assemble furniture design to the straightforward layout of its catalogue, respondents say IKEA creates satisfyingly simple experiences for its customers.

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Penny Markt

Rank change
from 2012:

Brand Simplicity
Score:

816

Industry:

Retail/Grocery

After rising 51 spots between 2011 and 2012, Penny Markt broke into the Germany Simplicity Index Top 10 this year. Like other extremely successful discount supermarket chains in Germany, Penny Markt offers great prices and an impressively wide selection. Respondents give the chain points for a simplified customer service experience, thanks to helpful and courteous salespeople.

Miele

Rank change
from 2012:

+10

Brand Simplicity
Score:

798

Industry:

Appliances

Home appliance company Miele jumped 10 spots this year to join the Top 10 in the Germany Simplicity Index. The brand stands for durability, reliability, security and peace of mind. And the 114-year-old manufacturer capitalizes on its promise by offering high-quality products made in Germany. Furthermore, Miele’s trusty, easy-to-use products make respondents feel at home.

10.

Zalando

Rank change
from 2012:

Brand Simplicity
Score:

793

Industry:

Internet retail

Founded in Germany in 2008, Zalando has turned into the country’s leading fashion e-commerce site as well as a powerhouse across Europe. And with its successful mix of cutting-edge fashion, technology and marketing, the brand has also earned its place in this year’s Top 10 on Germany’s Simplicity Index. Zalando, which points to simplicity star Zappos.com, as an inspiration, wins most respondents over with its easily navigated website and an appealing and convenient offer of free shipping for both purchases and returns.

11.

Tchibo

Rank change
from 2012:

Brand Simplicity
Score:

787

Industry:

Internet retail

12.

DM

Rank change
from 2012:

-4

Brand Simplicity
Score:

778

Industry:

Retail/Health and beauty

13.

Edeka

Rank change
from 2012:

+10

Brand Simplicity
Score:

773

Industry:

Retail/Grocery

14.

C&A

Rank change
from 2012:

Brand Simplicity
Score:

763

Industry:

Retail/Fashion

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ChinaGlobal

15.

Samsung

Rank change
from 2012:

+33

Brand Simplicity
Score:

759

Industry:

Electronics

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16.

Rossmann

Rank change
from 2012:

-11

Brand Simplicity
Score:

754

Industry:

Retail/Health and beauty

17.

Nordsee

Rank change
from 2012:

Brand Simplicity
Score:

753

Industry:

Restaurants

18.

Burger King

Rank change
from 2012:

-4

Brand Simplicity
Score:

744

Industry:

Restaurants

Also view in:

GlobalUnited KingdomUnited States

19.

Real

Rank change
from 2012:

-9

Brand Simplicity
Score:

744

Industry:

Retail/Grocery

20.

H&M

Rank change
from 2012:

Brand Simplicity
Score:

731

Industry:

Retail/Fashion

Also view in:

ChinaGlobalMiddle EastUnited KingdomUnited States

21.

BMW

Rank change
from 2012:

+41

Brand Simplicity
Score:

729

Industry:

Automotive

Also view in:

ChinaGlobalMiddle EastUnited Kingdom

22.

KFC

Rank change
from 2012:

Brand Simplicity
Score:

725

Industry:

Restaurants

KFC rises 11 spots on the UK Simplicity Index and claims a spot in the Top 10 this year. Second in its category only to McDonald’s, KFC wins respondents over with its memorable ads and a simple menu that sticks to chicken. The chain did, however, introduce Lavazza coffee in all its UK restaurants this year, taking a cue from McDonald’s.

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23.

REWE

Rank change
from 2012:

-5

Brand Simplicity
Score:

718

Industry:

Retail/Grocery

24.

Canon

Rank change
from 2012:

Brand Simplicity
Score:

715

Industry:

Electronics

Also view in:

GlobalIndiaUnited KingdomUnited States

25.

Bosch

Rank change
from 2012:

+16

Brand Simplicity
Score:

713

Industry:

Appliances

Also view in:

GlobalUnited Kingdom

26.

Volkswagen

Rank change
from 2012:

+37

Brand Simplicity
Score:

707

Industry:

Automotive

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ChinaGlobalIndiaUnited KingdomUnited States

27.

Best Western

Rank change
from 2012:

+43

Brand Simplicity
Score:

697

Industry:

Travel/Hotels

Also view in:

GlobalUnited States

28.

Yahoo!

Rank change
from 2012:

Brand Simplicity
Score:

692

Industry:

Internet search

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

29.

Müller

Rank change
from 2012:

-9

Brand Simplicity
Score:

689

Industry:

Retail/Health and beauty

30.

Bing

Rank change
from 2012:

+50

Brand Simplicity
Score:

688

Industry:

Internet search

Also view in:

GlobalUnited KingdomUnited States

31.

Kaufhof

Rank change
from 2012:

-7

Brand Simplicity
Score:

684

Industry:

Retail/General

32.

Holiday Inn

Rank change
from 2012:

+46

Brand Simplicity
Score:

683

Industry:

Travel/Hotels

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

33.

KIK

Rank change
from 2012:

-24

Brand Simplicity
Score:

681

Industry:

Retail/Fashion

34.

RTL

Rank change
from 2012:

+11

Brand Simplicity
Score:

679

Industry:

Media

35.

eBay

Rank change
from 2012:

Brand Simplicity
Score:

677

Industry:

Internet retail

Also view in:

GlobalIndiaUnited KingdomUnited States

36.

Spiegel

Rank change
from 2012:

-15

Brand Simplicity
Score:

676

Industry:

Media

37.

Adidas

Rank change
from 2012:

-11

Brand Simplicity
Score:

673

Industry:

Fitness

Also view in:

ChinaGlobalIndiaMiddle EastUnited KingdomUnited States

38.

Budnikowski

Rank change
from 2012:

+13

Brand Simplicity
Score:

670

Industry:

Retail/Health and beauty

39.

Prosieben

Rank change
from 2012:

+15

Brand Simplicity
Score:

665

Industry:

Media

40.

Marriott

Rank change
from 2012:

+41

Brand Simplicity
Score:

660

Industry:

Travel/Hotels

Also view in:

ChinaGlobalIndiaMiddle EastUnited States

41.

Toyota

Rank change
from 2012:

-6

Brand Simplicity
Score:

660

Industry:

Automotive

Also view in:

ChinaGlobalIndiaMiddle EastUnited KingdomUnited States

42.

Media Markt

Rank change
from 2012:

-8

Brand Simplicity
Score:

660

Industry:

Retail/General

43.

Skype

Rank change
from 2012:

+13

Brand Simplicity
Score:

660

Industry:

Telecom/Cell phone

Also view in:

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44.

OTTO

Rank change
from 2012:

-17

Brand Simplicity
Score:

660

Industry:

Internet retail

45.

SUBWAY

Rank change
from 2012:

-12

Brand Simplicity
Score:

656

Industry:

Restaurants

Also view in:

GlobalIndiaUnited States

46.

Panasonic

Rank change
from 2012:

-8

Brand Simplicity
Score:

654

Industry:

Electronics

Also view in:

GlobalIndiaUnited KingdomUnited States

47.

Saturn

Rank change
from 2012:

Brand Simplicity
Score:

651

Industry:

Retail/General

48.

Nike

Rank change
from 2012:

Brand Simplicity
Score:

650

Industry:

Fitness

Also view in:

ChinaGlobalIndiaMiddle EastUnited KingdomUnited States

49.

LG

Rank change
from 2012:

Brand Simplicity
Score:

649

Industry:

Electronics

Also view in:

GlobalIndiaMiddle East

50.

Audi

Rank change
from 2012:

-7

Brand Simplicity
Score:

647

Industry:

Automotive

Also view in:

GlobalMiddle EastUnited Kingdom

51.

YouTube

Rank change
from 2012:

-1

Brand Simplicity
Score:

646

Industry:

Social media

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

52.

Philips

Rank change
from 2012:

-13

Brand Simplicity
Score:

637

Industry:

Electronics

Also view in:

ChinaGlobalIndiaMiddle EastUnited Kingdom

53.

Hilton

Rank change
from 2012:

-11

Brand Simplicity
Score:

635

Industry:

Travel/Hotels

Also view in:

ChinaGlobalUnited KingdomUnited States

54.

ITS Travel

Rank change
from 2012:

+25

Brand Simplicity
Score:

634

Industry:

Travel/Booking

55.

Peek & Cloppenburg

Rank change
from 2012:

-9

Brand Simplicity
Score:

632

Industry:

Retail/Fashion

56.

Sony

Rank change
from 2012:

-12

Brand Simplicity
Score:

631

Industry:

Electronics

Also view in:

ChinaGlobalIndiaMiddle EastUnited KingdomUnited States

57.

Lufthansa

Rank change
from 2012:

+14

Brand Simplicity
Score:

624

Industry:

Travel/Air

Also view in:

GlobalUnited Kingdom

58.

Techniker Krankenkasse

Rank change
from 2012:

+17

Brand Simplicity
Score:

624

Industry:

Health insurance

59.

AEG

Rank change
from 2012:

-10

Brand Simplicity
Score:

622

Industry:

Appliances

60.

Nokia

Rank change
from 2012:

Brand Simplicity
Score:

621

Industry:

Electronics

Also view in:

ChinaGlobalIndiaUnited Kingdom

61.

Alltours

Rank change
from 2012:

+30

Brand Simplicity
Score:

620

Industry:

Travel/Booking

62.

Apple

Rank change
from 2012:

-51

Brand Simplicity
Score:

618

Industry:

Electronics

Also view in:

ChinaGlobalIndiaMiddle EastUnited KingdomUnited States

63.

ING-DiBa

Rank change
from 2012:

+13

Brand Simplicity
Score:

617

Industry:

Banks/Retail

64.

Reebok

Rank change
from 2012:

-12

Brand Simplicity
Score:

617

Industry:

Fitness

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

65.

EP/Elektronik Partner

Rank change
from 2012:

-34

Brand Simplicity
Score:

616

Industry:

Retail/General

66.

Puma

Rank change
from 2012:

-26

Brand Simplicity
Score:

607

Industry:

Fitness

Also view in:

GlobalMiddle East

67.

Siemens

Rank change
from 2012:

-7

Brand Simplicity
Score:

604

Industry:

Appliances

Also view in:

GlobalMiddle East

68.

HP

Rank change
from 2012:

-4

Brand Simplicity
Score:

602

Industry:

Electronics

Also view in:

ChinaGlobalIndiaMiddle EastUnited KingdomUnited States

69.

Karstadt

Rank change
from 2012:

-39

Brand Simplicity
Score:

600

Industry:

Retail/General

70.

Deutsche Post/DHL

Rank change
from 2012:

+16

Brand Simplicity
Score:

592

Industry:

Banks/Retail

71.

Ramada

Rank change
from 2012:

+30

Brand Simplicity
Score:

587

Industry:

Travel/Hotels

Also view in:

GlobalUnited States

72.

DER Touristik

Rank change
from 2012:

+20

Brand Simplicity
Score:

584

Industry:

Travel/Booking

73.

TUI

Rank change
from 2012:

-7

Brand Simplicity
Score:

581

Industry:

Travel/Booking

74.

Hermes

Rank change
from 2012:

-2

Brand Simplicity
Score:

579

Industry:

Shipping/Mail

75.

Thomas Cook

Rank change
from 2012:

-20

Brand Simplicity
Score:

578

Industry:

Travel/Booking

76.

Mercedes-Benz

Rank change
from 2012:

Brand Simplicity
Score:

576

Industry:

Automotive

Also view in:

GlobalMiddle EastUnited Kingdom

77.

airberlin

Rank change
from 2012:

Brand Simplicity
Score:

573

Industry:

Travel/Air

78.

ZARA

Rank change
from 2012:

-9

Brand Simplicity
Score:

569

Industry:

Retail/Fashion

Also view in:

ChinaGlobalMiddle EastUnited Kingdom

79.

Opel

Rank change
from 2012:

-26

Brand Simplicity
Score:

565

Industry:

Automotive

80.

MEDIMAX

Rank change
from 2012:

-43

Brand Simplicity
Score:

559

Industry:

Retail/General

81.

Dell

Rank change
from 2012:

-7

Brand Simplicity
Score:

556

Industry:

Electronics

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

82.

Sixt

Rank change
from 2012:

-23

Brand Simplicity
Score:

549

Industry:

Travel/Car rental

83.

Microsoft

Rank change
from 2012:

-1

Brand Simplicity
Score:

547

Industry:

Electronics

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

84.

Avis

Rank change
from 2012:

-16

Brand Simplicity
Score:

519

Industry:

Travel/Car rental

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

85.

Hertz

Rank change
from 2012:

Brand Simplicity
Score:

517

Industry:

Travel/Car rental

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

86.

Sky

Rank change
from 2012:

Brand Simplicity
Score:

517

Industry:

Telecom/Cable

Also view in:

GlobalUnited Kingdom

87.

Europcar

Rank change
from 2012:

Brand Simplicity
Score:

516

Industry:

Travel/Car rental

Also view in:

GlobalUnited Kingdom

88.

Ford

Rank change
from 2012:

-1

Brand Simplicity
Score:

513

Industry:

Automotive

Also view in:

GlobalIndiaUnited KingdomUnited States

89.

Volksbanken Raiffeisenbanken

Rank change
from 2012:

Brand Simplicity
Score:

511

Industry:

Banks/Retail

90.

Motorola

Rank change
from 2012:

-25

Brand Simplicity
Score:

499

Industry:

Electronics

Also view in:

ChinaGlobalUnited States

91.

Twitter

Rank change
from 2012:

-14

Brand Simplicity
Score:

495

Industry:

Social media

Also view in:

GlobalMiddle EastUnited KingdomUnited States

92.

iTunes

Rank change
from 2012:

-19

Brand Simplicity
Score:

495

Industry:

Internet retail

Also view in:

GlobalMiddle EastUnited KingdomUnited States

93.

Sparkasse

Rank change
from 2012:

-9

Brand Simplicity
Score:

488

Industry:

Banks/Retail

94.

E-Plus

Rank change
from 2012:

N/A

Brand Simplicity
Score:

481

Industry:

Telecom/Cell phone

95.

Deutsche Postbank

Rank change
from 2012:

Brand Simplicity
Score:

473

Industry:

Banks/Retail

96.

easyJet

Rank change
from 2012:

Brand Simplicity
Score:

471

Industry:

Travel/Air

Also view in:

GlobalUnited Kingdom

97.

UPS

Rank change
from 2012:

-1

Brand Simplicity
Score:

468

Industry:

Shipping/Mail

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ChinaGlobalIndiaMiddle EastUnited KingdomUnited States

98.

O2

Rank change
from 2012:

Brand Simplicity
Score:

467

Industry:

Telecom/Cell phone

Also view in:

GlobalUnited Kingdom

99.

BARMER GEK

Rank change
from 2012:

-32

Brand Simplicity
Score:

458

Industry:

Health insurance

101.

Vodafone

Rank change
from 2012:

Brand Simplicity
Score:

449

Industry:

Telecom/Cell phone

Also view in:

GlobalIndiaUnited Kingdom

102.

RWE

Rank change
from 2012:

Brand Simplicity
Score:

433

Industry:

Utilities

103.

TARGOBANK

Rank change
from 2012:

+15

Brand Simplicity
Score:

413

Industry:

Banks/Retail

105.

E.ON

Rank change
from 2012:

Brand Simplicity
Score:

408

Industry:

Utilities

Also view in:

GlobalUnited Kingdom

106.

Deutsche Bank

Rank change
from 2012:

Brand Simplicity
Score:

393

Industry:

Banks/Retail

107.

AOK

Rank change
from 2012:

-7

Brand Simplicity
Score:

383

Industry:

Health insurance

108.

Vattenfall

Rank change
from 2012:

Brand Simplicity
Score:

377

Industry:

Utilities

109.

Facebook

Rank change
from 2012:

-3

Brand Simplicity
Score:

367

Industry:

Social media

Also view in:

GlobalIndiaMiddle EastUnited KingdomUnited States

110.

Deutsche Bahn

Rank change
from 2012:

+13

Brand Simplicity
Score:

346

Industry:

Travel/Train

111.

Commerzbank

Rank change
from 2012:

-14

Brand Simplicity
Score:

338

Industry:

Banks/Retail

112.

HypoVereinsbank

Rank change
from 2012:

Brand Simplicity
Score:

328

Industry:

Banks/Retail

113.

FedEx

Rank change
from 2012:

Brand Simplicity
Score:

328

Industry:

Shipping/Mail

#113 FedEx went nowhere in this year’s Germany Simplicity Index. Nowhere good, in any case. Respondents dispatched the brand to Germany’s Bottom 10, unhappy with the company’s website, its customer service and complications with tracking packages.

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114.

ERGO

Rank change
from 2012:

-3

Brand Simplicity
Score:

318

Industry:

General insurance

#114 ERGO, one of the largest insurance companies in Germany and Europe, fares only slightly better than its competitors—which isn’t saying much considering the brand’s position in the Bottom 10 of the Germany Simplicity Index. Contracts, say respondents, are complicated, customer service poor and, like the industry as a whole, ERGO is just plain hard to understand.

115.

R+V Versicherung

Rank change
from 2012:

Brand Simplicity
Score:

314

Industry:

General insurance

What you see, say consumers, is not what you get when you sign up with general insurance brand R+V Versicherung. Respondents characterized the insurer’s information as muddled and found a lot of hidden costs they didn’t see coming in company advertisements. That’s why you’ll find them in the Bottom 10 of the Germany Simplicity Index.

116.

AXA

Rank change
from 2012:

-2

Brand Simplicity
Score:

288

Industry:

General insurance

Europe’s second largest insurance company, AXA looks pretty much like any other insurance company on Germany’s Simplicity Index—complicated and unclear with a lot of frustrated consumers on its hands. And sitting near the very bottom of the Bottom 10. Our respondents found contracts and communications high on the list of complicating factors.

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GlobalMiddle East

117.

Wüstenrot

Rank change
from 2012:

-22

Brand Simplicity
Score:

278

Industry:

General insurance

Consumers use adjectives like “confusing” and “incomprehensible” to describe Wüstenrot. Respondents say they have “no confidence” in the insurance company, despite promises made in the company’s advertising. Wüstenrot customer service also gets a no confidence vote, which might explain why the brand fell 22 spots and into the Bottom 10 this year.

118.

Ryanair

Rank change
from 2012:

-3

Brand Simplicity
Score:

276

Industry:

Travel/Air

Ryanair has a long way to go if it wants to get to simple—so far, in fact, it probably seems exhausting for the #118 (out of 122) brand on the Germany Simplicity Index. On the other hand, embarking on an arduous journey might give the brand a taste of what customers say they experience when they fly Ryanair. Respondents complain the going gets rough right out of the gate starting with the online booking process and continuing on to the airline’s unsympathetic staff. But it’s the hidden fees that really bring out the air rage in customers.

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GlobalUnited Kingdom

119.

Deutsche Telekom

Rank change
from 2012:

Brand Simplicity
Score:

269

Industry:

Telecom/Cell phone

The basic disconnect between telecommunications giant Deutsche Telekom and customers centers around the company’s fees, which one respondent called a “tariff jungle.” The brand gets low marks for customer service and its website and an overall experience is described most often as complex and confusing. Respondents also don’t appreciate the brand’s inflexible pricing and “interesting offers [that] are only teasers and are usually not available to me as an existing customer.”

120.

Generali

Rank change
from 2012:

Brand Simplicity
Score:

254

Industry:

General insurance

Like all the other insurance companies in the Bottom 10 of Germany’s Simplicity Index, consumers found the Generali experience overly complicated, concluding that, on the whole, “Insurance companies are increasingly unmanageable.” Generali customers are generally stricken, they say, with complicated fees and conditions, and just too much paperwork. Not to mention a touch of distrust. “You never know what you’re getting,” says one respondent.

121.

HDI

Rank change
from 2012:

-11

Brand Simplicity
Score:

249

Industry:

General insurance

HDI drops 11 spots this year, landing just one spot shy of the absolute bottom of Germany’s Simplicity Index. The brand has a lot of company, though, joining as it does, multiple insurance companies crowding the Bottom 10. Consumers say HDI’s contract language is confusing and the customer service inflexible and unaccommodating.

122.

Allianz

Rank change
from 2012:

Brand Simplicity
Score:

220

Industry:

General insurance

It seems only fitting that the last-place finisher on the Simplicity Index in Germany is Allianz. After all, 7 out of Germany’s Bottom 10 are insurers. So, clearly, Allianz is not alone. Nevertheless, the insurance giant is somehow making things more complicated for its customers than its competitors with jargon-heavy forms, a clutter of unclear options and an approach that makes it hard, say respondents, to compare and contrast in a way that serves their needs.

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