Germany

Brand Simplicity Index

Top 10
Bottom 10
1.
ALDI

Rank change from 2013:

0

Brand Simplicity Score:

993

Industry:

Retail/Grocery


ALDI comes out on top of the Germany Simplicity Index once again this year. The no-frills supermarket chain recently lost co-founder and food retail pioneer Karl Albrecht, who passed away in July. But the ALDI legacy of great value and clarity of offerings lives on. Respondents praise the brand’s consistency and efficiency across locations, concluding, “When you know [one] ALDI, you know them all.”

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2.
Google

Rank change from 2013:

+2

Brand Simplicity Score:

980

Industry:

Internet search


Moving up two places this year, Google, the perennially popular search engine, is a Simplicity Index fixture everywhere. No surprise, considering its transparent and user-friendly interface. Respondents give Google kudos for its reliability and as a destination where “You can find anything.” Add predictive and quick-response search functionality, and the sum total is simplicity.

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3.
Amazon

Rank change from 2013:

0

Brand Simplicity Score:

930

Industry:

Internet retail


Online retail giant Amazon holds on to the #3 spot as it continues to expand within the country—the company’s largest market after the United States. Though Amazon has had complicating issues with German workers and suffered through numerous strikes over the past year, respondents still applaud the brand’s “clear and unambiguous” communications and the convenience of a wide selection of products under one roof.

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4.
Penny Markt

Rank change from 2013:

+4

Brand Simplicity Score:

908

Industry:

Retail/Grocery


German discount retailer Penny Markt continues its climb up the rankings, jumping from #8 in 2013 to #4 this year. The brand is coming off a successful year, launching an entirely new range of own-brand products to distinguish itself in the highly competitive discount retail arena. Respondents say Penny Markt’s offerings are straightforward, their stores conveniently located and promotional material simple and clear.

5.
Lidl

Rank change from 2013:

+1

Brand Simplicity Score:

904

Industry:

Retail/Grocery


Up a notch on this year’s Simplicity Index is Lidl, the biggest rival to ALDI among German discount superstores. Respondents say Lidl lives up to its promise of “Quality for less.” The chain also gets lots of simplicity points for its “consistent tiered pricing” and its accessibility.

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6.
McDonald’s

Rank change from 2013:

-4

Brand Simplicity Score:

899

Industry:

Restaurants


McDonald’s has been fighting to win back frugal German customers who weren’t happy when the brand took its €1 cheeseburger off the menu. Nevertheless, respondents still love the simplicity of a place where “you understand everything” and the experience is “the same everywhere.”

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7.
BILD

Rank change from 2013:

-2

Brand Simplicity Score:

876

Industry:

Media


A mix of tabloid fodder and hard-news content has helped make BILD the best-selling daily in Germany and across Europe, too. Respondents happily subscribe to the paper’s use of images, and simple language, and its ability to summarize important information in a clear way. Or, as one respondent put it simply, “One does not need to be smart” to understand BILD.

8.
IKEA

Rank change from 2013:

-1

Brand Simplicity Score:

874

Industry:

Retail/General


Holding strong in the Top 10, IKEA, the purveyor of build-it-yourself furniture,actually finds its biggest market in Germany. Apparently, many Germans see IKEA’s minimalist, space-friendly products as stylish and culturally in synch—a view that has helped earn the brand the #8 spot this year.

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9.
Miele

Rank change from 2013:

0

Brand Simplicity Score:

873

Industry:

Appliances


Briskly efficient Miele—a family firm that manufactures high-end domestic appliances and commercial equipment—says it strives to be “Forever better.” And respondents say the quality and durability of its products deliver on that promise. The manufacturer is continually moving forward, too, offering simple and technologically advanced solutions such as a dryer that sends its owner an email when the filter needs cleaning.

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10.
Tchibo

Rank change from 2013:

+1

Brand Simplicity Score:

871

Industry:

Internet retail


High-profile coffee producer and retailer Tchibo rounds out the Top 10 on Germany’s Simplicity Index. Germany’s largest chain of cafés and coffee shops is famous for its weekly refresh of products (“Every week a new world”), including clothing, household items, electronics and appliances. Now offering customization, Tchibo is making it simple for consumers to order their own personal blends online.

11.
Edeka

Rank change from 2013:

+2

Brand Simplicity Score:

865

Industry:

Retail/Grocery


12.
Real

Rank change from 2013:

+7

Brand Simplicity Score:

865

Industry:

Retail/Grocery


13.
C&A

Rank change from 2013:

+1

Brand Simplicity Score:

864

Industry:

Retail/Fashion


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14.
REWE

Rank change from 2013:

+9

Brand Simplicity Score:

850

Industry:

Retail/Grocery


15.
Media Markt

Rank change from 2013:

+27

Brand Simplicity Score:

846

Industry:

Retail/General


16.
KIK

Rank change from 2013:

+17

Brand Simplicity Score:

845

Industry:

Retail/Fashion


17.
Samsung

Rank change from 2013:

-2

Brand Simplicity Score:

843

Industry:

Electronics


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18.
Rossmann

Rank change from 2013:

-2

Brand Simplicity Score:

838

Industry:

Retail/Health and beauty


19.
DM

Rank change from 2013:

-7

Brand Simplicity Score:

837

Industry:

Retail/Health and beauty


20.
Müller

Rank change from 2013:

+9

Brand Simplicity Score:

832

Industry:

Retail/Health and beauty


21.
OTTO

Rank change from 2013:

+23

Brand Simplicity Score:

831

Industry:

Internet retail


22.
Burger King

Rank change from 2013:

-4

Brand Simplicity Score:

827

Industry:

Restaurants


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23.
Bosch

Rank change from 2013:

+2

Brand Simplicity Score:

825

Industry:

Appliances


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24.
Nordsee

Rank change from 2013:

-7

Brand Simplicity Score:

823

Industry:

Restaurants


25.
Zalando

Rank change from 2013:

-15

Brand Simplicity Score:

822

Industry:

Internet retail


26.
Budnikowski

Rank change from 2013:

+12

Brand Simplicity Score:

821

Industry:

Retail/Health and beauty


27.
Nokia

Rank change from 2013:

+33

Brand Simplicity Score:

819

Industry:

Electronics


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28.
Saturn

Rank change from 2013:

+19

Brand Simplicity Score:

819

Industry:

Retail/General


29.
AEG

Rank change from 2013:

+30

Brand Simplicity Score:

816

Industry:

Appliances


30.
Sony

Rank change from 2013:

+26

Brand Simplicity Score:

815

Industry:

Electronics


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31.
Kaufhof

Rank change from 2013:

0

Brand Simplicity Score:

815

Industry:

Retail/General


32.
Yahoo!

Rank change from 2013:

-4

Brand Simplicity Score:

815

Industry:

Internet search


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33.
Spiegel

Rank change from 2013:

+3

Brand Simplicity Score:

811

Industry:

Media


34.
BonPrix

Rank change from Previous Year:

N/A

Brand Simplicity Score:

808

Industry:

Retail/Fashion


35.
eBay

Rank change from 2013:

0

Brand Simplicity Score:

807

Industry:

Internet retail


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36.
H&M

Rank change from 2013:

-16

Brand Simplicity Score:

807

Industry:

Retail/Fashion


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37.
SUBWAY

Rank change from 2013:

+8

Brand Simplicity Score:

787

Industry:

Restaurants


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38.
Hilton

Rank change from 2013:

+15

Brand Simplicity Score:

786

Industry:

Travel/Hotels


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39.
Siemens

Rank change from 2013:

+28

Brand Simplicity Score:

786

Industry:

Electronics


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40.
Vox

Rank change from Previous Year:

N/A

Brand Simplicity Score:

786

Industry:

Media


41.
LG

Rank change from 2013:

+8

Brand Simplicity Score:

785

Industry:

Electronics


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42.
Volkswagen

Rank change from 2013:

-16

Brand Simplicity Score:

777

Industry:

Automotive


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43.
Panasonic

Rank change from 2013:

+3

Brand Simplicity Score:

776

Industry:

Electronics


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44.
Philips

Rank change from 2013:

+8

Brand Simplicity Score:

772

Industry:

Electronics


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45.
Prosieben

Rank change from 2013:

-6

Brand Simplicity Score:

772

Industry:

Media


46.
Bing

Rank change from 2013:

-16

Brand Simplicity Score:

772

Industry:

Internet search


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47.
RTL

Rank change from 2013:

-13

Brand Simplicity Score:

768

Industry:

Media


48.
SAT 1

Rank change from Previous Year:

N/A

Brand Simplicity Score:

766

Industry:

Media


49.
KFC

Rank change from 2013:

-27

Brand Simplicity Score:

763

Industry:

Restaurants


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50.
Audi

Rank change from 2013:

0

Brand Simplicity Score:

760

Industry:

Automotive


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51.
MEDIMAX

Rank change from 2013:

+29

Brand Simplicity Score:

756

Industry:

Retail/General


52.
ZARA

Rank change from 2013:

+26

Brand Simplicity Score:

751

Industry:

Retail/Fashion


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53.
Ford

Rank change from 2013:

+35

Brand Simplicity Score:

751

Industry:

Automotive


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54.
Karstadt

Rank change from 2013:

+15

Brand Simplicity Score:

750

Industry:

Retail/General


55.
Canon

Rank change from 2013:

-31

Brand Simplicity Score:

749

Industry:

Electronics


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56.
BMW

Rank change from 2013:

-35

Brand Simplicity Score:

746

Industry:

Automotive


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57.
Best Western

Rank change from 2013:

-30

Brand Simplicity Score:

741

Industry:

Travel/Hotels


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58.
Dell

Rank change from 2013:

+23

Brand Simplicity Score:

740

Industry:

Electronics


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59.
EP/Elektronik Partner

Rank change from 2013:

+6

Brand Simplicity Score:

732

Industry:

Retail/General


60.
Deutsche Post/DHL

Rank change from 2013:

+10

Brand Simplicity Score:

726

Industry:

Shipping/Mail


61.
Mercedes-Benz

Rank change from 2013:

+15

Brand Simplicity Score:

726

Industry:

Automotive


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62.
Marriott

Rank change from 2013:

-22

Brand Simplicity Score:

722

Industry:

Travel/Hotels


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63.
Opel

Rank change from 2013:

+16

Brand Simplicity Score:

721

Industry:

Automotive


64.
Adidas

Rank change from 2013:

-27

Brand Simplicity Score:

718

Industry:

Fitness


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65.
Sky

Rank change from 2013:

+21

Brand Simplicity Score:

711

Industry:

Media


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66.
Apple

Rank change from 2013:

-4

Brand Simplicity Score:

708

Industry:

Electronics


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67.
Motorola

Rank change from 2013:

+23

Brand Simplicity Score:

705

Industry:

Electronics


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69.
Nike

Rank change from 2013:

-21

Brand Simplicity Score:

701

Industry:

Fitness


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70.
HP

Rank change from 2013:

-2

Brand Simplicity Score:

699

Industry:

Electronics


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71.
Reebok

Rank change from 2013:

-7

Brand Simplicity Score:

684

Industry:

Fitness


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72.
Microsoft

Rank change from 2013:

+11

Brand Simplicity Score:

682

Industry:

Electronics


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73.
Lufthansa

Rank change from 2013:

-16

Brand Simplicity Score:

679

Industry:

Travel/Air


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74.
Holiday Inn

Rank change from 2013:

-42

Brand Simplicity Score:

678

Industry:

Travel/Hotels


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75.
Skype

Rank change from 2013:

-32

Brand Simplicity Score:

676

Industry:

Telecom/Cell phone


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76.
Hermes

Rank change from 2013:

-2

Brand Simplicity Score:

668

Industry:

Shipping/Mail


77.
Puma

Rank change from 2013:

-11

Brand Simplicity Score:

666

Industry:

Fitness


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78.
Toyota

Rank change from 2013:

-37

Brand Simplicity Score:

665

Industry:

Automotive


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79.
ING-DiBa

Rank change from 2013:

-16

Brand Simplicity Score:

659

Industry:

Banks/Retail


80.
Sixt

Rank change from 2013:

+2

Brand Simplicity Score:

655

Industry:

Travel/Car rental


81.
Europcar

Rank change from 2013:

+6

Brand Simplicity Score:

654

Industry:

Travel/Car rental


82.
TUI

Rank change from 2013:

-9

Brand Simplicity Score:

651

Industry:

Travel/Booking


83.
Techniker Krankenkasse

Rank change from 2013:

-25

Brand Simplicity Score:

651

Industry:

Health insurance


84.
airberlin

Rank change from 2013:

-7

Brand Simplicity Score:

645

Industry:

Travel/Air


85.
AOK

Rank change from 2013:

+22

Brand Simplicity Score:

644

Industry:

Health insurance


86.
UPS

Rank change from 2013:

+11

Brand Simplicity Score:

634

Industry:

Shipping/Mail


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87.
BARMER GEK

Rank change from 2013:

+12

Brand Simplicity Score:

606

Industry:

Health insurance


88.
Hertz

Rank change from 2013:

-3

Brand Simplicity Score:

605

Industry:

Travel/Car rental


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89.
O2

Rank change from 2013:

+9

Brand Simplicity Score:

593

Industry:

Telecom/Cell phone


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91.
iTunes

Rank change from 2013:

+1

Brand Simplicity Score:

590

Industry:

Internet retail


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92.
Alltours

Rank change from 2013:

-31

Brand Simplicity Score:

587

Industry:

Travel/Booking


93.
Volksbanken Raiffeisenbanken

Rank change from 2013:

-4

Brand Simplicity Score:

585

Industry:

Banks/Retail


94.
Avis

Rank change from 2013:

-10

Brand Simplicity Score:

585

Industry:

Travel/Car rental


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95.
Sparkasse

Rank change from 2013:

-2

Brand Simplicity Score:

576

Industry:

Banks/Retail


96.
Vodafone

Rank change from 2013:

+5

Brand Simplicity Score:

576

Industry:

Telecom/Cell phone


Also view in:

97.
Deutsche Postbank

Rank change from 2013:

-2

Brand Simplicity Score:

551

Industry:

Banks/Retail


98.
RWE

Rank change from 2013:

+4

Brand Simplicity Score:

545

Industry:

Utilities


99.
HypoVereinsbank

Rank change from 2013:

+13

Brand Simplicity Score:

539

Industry:

Banks/Retail


101.
Thomas Cook

Rank change from 2013:

-26

Brand Simplicity Score:

535

Industry:

Travel/Booking


102.
Commerzbank

Rank change from 2013:

+9

Brand Simplicity Score:

532

Industry:

Banks/Retail


103.
Vattenfall

Rank change from 2013:

+5

Brand Simplicity Score:

529

Industry:

Utilities


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105.
Deutsche Telekom

Rank change from 2013:

+14

Brand Simplicity Score:

500

Industry:

Telecom/Cell phone


106.
Deutsche Bank

Rank change from 2013:

0

Brand Simplicity Score:

491

Industry:

Banks/Retail


107.
TARGOBANK

Rank change from 2013:

-4

Brand Simplicity Score:

489

Industry:

Banks/Retail


108.
E.ON

Rank change from 2013:

-3

Brand Simplicity Score:

486

Industry:

Utilities


The lights are on but consumers wonder whether anybody’s home at E.ON. The Düsseldorf-based energy company’s methods remain largely incomprehensible to consumers. Respondents complain about E.ON bills and complex pricing structures and the company’s “opaque” way of doing business, which turns out to be “very expensive.”

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109.
Ryanair

Rank change from 2013:

+9

Brand Simplicity Score:

450

Industry:

Travel/Air


“No frills” at the Dublin-headquartered Ryanair doesn’t translate into anything resembling simplicity—starting with its website. Respondents note that they get the feeling the airline tries to confuse the unsuspecting consumer so they can “catch” them in a web of hidden fees. Not surprisingly, customer service is seen as neither helpful nor sympathetic.

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111.
R+V Versicherung

Rank change from 2013:

+4

Brand Simplicity Score:

427

Industry:

General insurance


Respondents want general insurance brand R+V Versicherung to improve its customer service and be clearer in its communications. Those surveyed say “cumbersome contract management” with a “sneaky” feel continues to complicate matters and their interactions with the company.

112.
Wüstenrot

Rank change from 2013:

+5

Brand Simplicity Score:

412

Industry:

General insurance


Financial services and real estate group Wustenrot took a major tumble last year when it fell 22 places into the Bottom 10 of the Germany Simplicity Index, which is where it remains. Respondents see Wustenrot as one big ineffective bureaucracy. Wustenrot lacks clarity in regard to costs and offers, which consumers say leaves them feeling confused and unhappy.

113.
Deutsche Bahn

Rank change from 2013:

-3

Brand Simplicity Score:

408

Industry:

Travel/Train


This Berlin-based railway company seems to frustrate tourists and locals alike. Ticket machines are a prime target of complaints from respondents who find themselves derailed by incomprehensible pricing and head-scratching routes. But even those who bypass ticket machines and make their purchases online face frequent, and apparently unavoidable, delays. That’s simply no way to run a railroad.

114.
ERGO

Rank change from 2013:

0

Brand Simplicity Score:

400

Industry:

General insurance


The complexities that plague ERGO plague the entire insurance industry. Respondents say jargon at ERGO is widespread and debilitating, and that complicated presentations of terms and conditions leave them feeling confused and disoriented. Not to mention suspicious—respondents say they simply don’t trust ERGO.

115.
AXA

Rank change from 2013:

+1

Brand Simplicity Score:

397

Industry:

General insurance


Like the other insurance companies near or at the bottom of Simplicity Index in Germany and around the world, AXA’s opaque approach to business is a complicating factor for consumers. Contracts, respondents say, are time-consuming to read and possess lots of hard-to-see “gotchas.” Customer service at AXA is also considered a less than simple experience—that’s if, respondents say, you can get through.

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116.
Allianz

Rank change from 2013:

+6

Brand Simplicity Score:

387

Industry:

General insurance


Allianz, like many of its competitors, comes under fire for confusing contracts and the poor state of customer service. Respondents also say the brand is pricey, with one noting that the brand provides “expensive insurance that pays poorly.”

117.
Generali

Rank change from 2013:

+3

Brand Simplicity Score:

341

Industry:

General insurance


Generali didn’t have to fall far to drop to last place on the German Simplicity Index—it was only two spots from the bottom last year. It’s the same old story for the brand when it comes to concerns about insurance from respondents—complicated fees and conditions, too much paperwork, a lack of transparency that leads to mistrust, and prices that are considered too high.

Industry Rankings

1.
Internet search
2.
Appliances

Industry Simplicity Score:

821

Simplicity Premium:

4.3%

3.
Electronics

Industry Simplicity Score:

793

Simplicity Premium:

4.3%

4.
Retail/Grocery

Industry Simplicity Score:

780

Simplicity Premium:

4.4%

5.
Internet retail

Industry Simplicity Score:

774

Simplicity Premium:

3.7%

6.
Media

Industry Simplicity Score:

740

Simplicity Premium:

4.0%

7.
Retail/General

Industry Simplicity Score:

721

Simplicity Premium:

4.0%

8.
Restaurants

Industry Simplicity Score:

719

Simplicity Premium:

3.7%

9.
Retail/Health and beauty

Industry Simplicity Score:

687

Simplicity Premium:

4.2%

10.
Retail/Fashion

Industry Simplicity Score:

683

Simplicity Premium:

5.2%

11.
Shipping/Mail

Industry Simplicity Score:

681

Simplicity Premium:

3.0%

12.
Travel/Hotels

Industry Simplicity Score:

646

Simplicity Premium:

4.5%

13.
Telecom/Cell phone

Industry Simplicity Score:

589

Simplicity Premium:

3.7%

14.
Automotive

Industry Simplicity Score:

583

Simplicity Premium:

3.3%

15.
Travel/Air

Industry Simplicity Score:

578

Simplicity Premium:

4.2%

16.
Telecom/Cable

Industry Simplicity Score:

553

Simplicity Premium:

4.3%

17.
Health insurance

Industry Simplicity Score:

548

Simplicity Premium:

3.7%

18.
Utilities

Industry Simplicity Score:

544

Simplicity Premium:

3.5%

19.
Travel/Booking

Industry Simplicity Score:

516

Simplicity Premium:

4.1%

21.
Fitness

Industry Simplicity Score:

489

Simplicity Premium:

3.9%

22.
Travel/Train

Industry Simplicity Score:

477

Simplicity Premium:

3.9%

23.
Travel/Car rental

Industry Simplicity Score:

463

Simplicity Premium:

3.9%

24.
Banks/Retail

Industry Simplicity Score:

454

Simplicity Premium:

3.4%

25.
General insurance

Industry Simplicity Score:

240

Simplicity Premium:

3.1%

The simplicity premium

Depending on the industry, up to 24% of people are willing to pay more for simpler experiences and interactions. The amount they are willing to pay varies by industry, but is significant.

For simpler experiences, people would pay:

simplicityPremium_Germany_white_698
 

 

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.

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