Rank change from 2013:
0
Brand Simplicity Score:
936
Industry:
Retail/Grocery
How do you get to the top of the Global Brand Simplicity Index? Ask ALDI, the #1 brand for the second year in a row. Or better yet, ask the customers of this worldwide German discount supermarket (and owner of Trader Joe’s in the United States). They’ll tell you simply, as our respondents did, that ALDI offers “clear pricing and a clear offer”—namely, high quality at low prices with a trimmed-down approach that makes decisions easier and the shopping experience basic, but rewardin
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Rank change from 2013:
+1
Brand Simplicity Score:
927
Industry:
Internet search
Google has been a Top 10 finisher since it joined the Index in 2011 and looks to stay there. As famously innovative as it is simple, the Google search engine is “peerless” and “reliable,” according to respondents worldwide. In fact, one study found Britons trust Google more than they trust their own families! In India, a respondent marveled that Google “feels so intuitive, it feels like they’re building products based on my input.”
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Rank change from 2013:
N/A
Brand Simplicity Score:
820
Industry:
Retail/Grocery
Lidl, another global supermarket discount chain from Germany, makes its debut on our global list with an impressive #3 finish. Lidl, say respondents, “nails the shopping experience with clear communication” about its products. Discount supermarkets have been growing at such a rapid pace in Europe that they are beginning to change the competitive space.
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Rank change from 2013:
0
Brand Simplicity Score:
813
Industry:
Restaurants
You’ll find McDonald’s right where it was in last year’s rankings. A consistent Top 10 finisher on the Simplicity Index, the world’s #1 fast-food franchise has faced stiff competition from chains like Chipotle—especially in the battle to attract more Millennials. But McDonald’s still wins points with consumers for its variety of basic offerings and the knowledge that McDonald’s is “the same everywhere.”
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Rank change from 2013:
N/A
Brand Simplicity Score:
792
Industry:
Internet retail
As Netflix continues to expand its reach beyond the US to countries including the UK and Sweden—with plans to expand into Germany as well as France, Austria, Belgium and elsewhere—it debuts at an impressive #5 on the global list. Respondents say they love Netflix’s fixed price with access to everything, as well as its “simple app and payment method.”
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Rank change from 2013:
+3
Brand Simplicity Score:
790
Industry:
Retail/General
For anyone who has had to furnish a new home or business in a hurry, Swedish furniture maker IKEA has long been a simple solution. Respondents say the combination of cheap and easy is unbeatable, as is the minimalist and space-saving design that helps “simplify home life.” IKEA’s inviting approach to brand experience—which recently included an overnight spa in one of its UK stores—wins points, too.
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Rank change from 2013:
0
Brand Simplicity Score:
785
Industry:
Retail/Fashion
Holding steady at #7, international fashion retail clothing chain C&A has more than 1,500 stores in 21 countries. Respondents say the Dutch company makes online shopping easy to handle, offers a wide selection and provides timely information about fashion trends. All of which makes the C&A experience “easy and straightforward.”
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Rank change from 2013:
+7
Brand Simplicity Score:
785
Industry:
Restaurants
“Simple menus,” “pricing that’s easy to remember” and a product that “caters to individual customer needs”—that’s how respondents describe SUBWAY. With more than 42,000 restaurants in 108 countries, SUBWAY has built its reputation on an uncomplicated, made-to-order product. Up from #15 last year, SUBWAY is working on building its base with health- conscious Millennials. Avocados, anyone?
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Rank change from 2013:
N/A
Brand Simplicity Score:
777
Industry:
Appliances
Driven by the motto “Forever Better,” this German-based manufacturer of high-end appliances prides itself on quality, and respondents agree Miele is top shelf. “A superb brand that never malfunctions,” says one respondent from Sweden, summing up the sentiment. Its uncomplicated technology and simple operation win consumer satisfaction for the entire experience, from purchase to usage.
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Rank change from 2013:
-8
Brand Simplicity Score:
776
Industry:
Internet retail
Amazon’s product lines now extend far beyond books, music and electronics to the competitive world of television series and even gallery art. Some wonder whether the world’s largest Internet company is overextending itself. Dropping from #2 last year, Amazon still delivers enough simplicity to keep it in the Top 10. At its core, it continues to offer easy browsing, clear price comparisons and fast delivery.
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Rank change from 2013:
-3
Brand Simplicity Score:
774
Industry:
Electronics
Rank change from 2013:
0
Brand Simplicity Score:
773
Industry:
Electronics
Rank change from 2013:
-8
Brand Simplicity Score:
773
Industry:
Restaurants
Rank change from 2013:
-3
Brand Simplicity Score:
764
Industry:
Restaurants
Rank change from 2013:
+3
Brand Simplicity Score:
762
Industry:
Internet search
Rank change from 2013:
-10
Brand Simplicity Score:
759
Industry:
Retail/Grocery
Rank change from 2013:
-7
Brand Simplicity Score:
754
Industry:
Restaurants
Rank change from 2013:
-2
Brand Simplicity Score:
751
Industry:
Electronics
Rank change from 2013:
-6
Brand Simplicity Score:
749
Industry:
Social media
Rank change from 2013:
+2
Brand Simplicity Score:
742
Industry:
Electronics
Rank change from 2013:
+8
Brand Simplicity Score:
741
Industry:
Internet retail
Rank change from 2013:
-3
Brand Simplicity Score:
731
Industry:
Electronics
Rank change from 2013:
+16
Brand Simplicity Score:
722
Industry:
Electronics
Rank change from 2013:
+8
Brand Simplicity Score:
720
Industry:
Appliances
Rank change from 2013:
-2
Brand Simplicity Score:
710
Industry:
Electronics
Rank change from 2013:
+16
Brand Simplicity Score:
710
Industry:
Electronics
Rank change from 2013:
+10
Brand Simplicity Score:
707
Industry:
Travel/Hotels
Rank change from 2013:
-3
Brand Simplicity Score:
702
Industry:
Retail/Fashion
Rank change from 2013:
-4
Brand Simplicity Score:
697
Industry:
Internet search
Rank change from 2013:
+11
Brand Simplicity Score:
696
Industry:
Retail/Health and beauty
Rank change from 2013:
-12
Brand Simplicity Score:
695
Industry:
Electronics
Rank change from 2013:
-5
Brand Simplicity Score:
684
Industry:
Electronics
Rank change from 2013:
-7
Brand Simplicity Score:
679
Industry:
Fitness
Rank change from 2013:
-2
Brand Simplicity Score:
674
Industry:
Fitness
Rank change from 2013:
+10
Brand Simplicity Score:
673
Industry:
Retail/Fashion
Rank change from 2013:
-14
Brand Simplicity Score:
672
Industry:
Electronics
Rank change from 2013:
+13
Brand Simplicity Score:
668
Industry:
Electronics
Rank change from 2013:
-8
Brand Simplicity Score:
668
Industry:
Telecom/Cell phone
Rank change from 2013:
+21
Brand Simplicity Score:
668
Industry:
Automotive
Rank change from 2013:
-28
Brand Simplicity Score:
663
Industry:
Retail/General
Rank change from 2013:
+9
Brand Simplicity Score:
663
Industry:
Retail/Fashion
Rank change from 2013:
-26
Brand Simplicity Score:
656
Industry:
Restaurants
Rank change from 2013:
-23
Brand Simplicity Score:
655
Industry:
Electronics
Rank change from 2013:
+11
Brand Simplicity Score:
654
Industry:
Internet retail
Rank change from 2013:
+32
Brand Simplicity Score:
653
Industry:
Telecom/Cable
Rank change from 2013:
+2
Brand Simplicity Score:
650
Industry:
Automotive
Rank change from 2013:
+5
Brand Simplicity Score:
650
Industry:
Travel/Air
Rank change from 2013:
+16
Brand Simplicity Score:
649
Industry:
Electronics
Rank change from 2013:
-5
Brand Simplicity Score:
647
Industry:
Travel/Booking
Rank change from 2013:
-17
Brand Simplicity Score:
644
Industry:
Travel/Hotels
Rank change from 2013:
-22
Brand Simplicity Score:
643
Industry:
Automotive
Rank change from 2013:
N/A
Brand Simplicity Score:
641
Industry:
Social media
Rank change from 2013:
-16
Brand Simplicity Score:
639
Industry:
Automotive
Rank change from 2013:
0
Brand Simplicity Score:
635
Industry:
Retail/Fashion
Rank change from 2013:
+19
Brand Simplicity Score:
630
Industry:
Shipping/Mail
Rank change from 2013:
+2
Brand Simplicity Score:
629
Industry:
Social media
Rank change from 2013:
-16
Brand Simplicity Score:
624
Industry:
Fitness
Rank change from 2013:
+5
Brand Simplicity Score:
624
Industry:
Electronics
Rank change from 2013:
-2
Brand Simplicity Score:
621
Industry:
Telecom/Cell phone
Rank change from 2013:
+1
Brand Simplicity Score:
619
Industry:
Fitness
Rank change from 2013:
+7
Brand Simplicity Score:
615
Industry:
Retail/Health and beauty
Rank change from 2013:
-16
Brand Simplicity Score:
613
Industry:
Travel/Hotels
Rank change from 2013:
-12
Brand Simplicity Score:
612
Industry:
Travel/Hotels
Rank change from 2013:
-5
Brand Simplicity Score:
610
Industry:
Internet retail
Rank change from 2013:
-31
Brand Simplicity Score:
610
Industry:
Retail/General
Rank change from 2013:
N/A
Brand Simplicity Score:
605
Industry:
Travel/Air
Rank change from 2013:
N/A
Brand Simplicity Score:
605
Industry:
Social media
Rank change from 2013:
+11
Brand Simplicity Score:
604
Industry:
Telecom/Cell phone
Rank change from 2013:
-4
Brand Simplicity Score:
600
Industry:
Social media
Rank change from 2013:
-23
Brand Simplicity Score:
588
Industry:
Automotive
Rank change from 2013:
0
Brand Simplicity Score:
586
Industry:
Shipping/Mail
Rank change from 2013:
-19
Brand Simplicity Score:
585
Industry:
Retail/General
Rank change from 2013:
+2
Brand Simplicity Score:
577
Industry:
Shipping/Mail
Rank change from 2013:
N/A
Brand Simplicity Score:
568
Industry:
Automotive
Rank change from 2013:
+1
Brand Simplicity Score:
557
Industry:
Electronics
Rank change from 2013:
-4
Brand Simplicity Score:
555
Industry:
Telecom/Cell phone
Rank change from 2013:
+1
Brand Simplicity Score:
541
Industry:
Automotive
Rank change from 2013:
+3
Brand Simplicity Score:
536
Industry:
Social media
Rank change from 2013:
+4
Brand Simplicity Score:
535
Industry:
Banks/Retail
For HSBC, it’s been a steady decline from the middle of the pack to the Bottom 10 of the Global Brand Simplicity Index. Respondents say customer service leaves them with the impression that the bank, not the customer, comes first, making “everything harder than it needs to be.” Clearly, HSBC needs to learn from First Direct, the Internet bank it owns, which landed in the Top 10 of the UK list.
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Rank change from 2013:
-1
Brand Simplicity Score:
535
Industry:
Travel/Car rental
As rental car companies like Budget continue to consolidate, and prices rise as a result, consumers are feeling more than a pinch in their wallets. They’re feeling confused and just a little bit angry. “There are always hidden things you need to look into,” says one respondent, while another adds, “Advertising materials and the website are misleading.”
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Rank change from 2013:
+6
Brand Simplicity Score:
513
Industry:
Travel/Car rental
Hertz certainly isn’t winning any popularity contests with consumers globally, who have complaints about every step of the customer journey. “Useless customer service,” laments one Swedish respondent. In the Middle East, a respondent complains there’s a “lack of clarity” about leasing, and another in Germany says waiting times are “annoying.”
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Rank change from 2013:
0
Brand Simplicity Score:
503
Industry:
Social media
LinkedIn has a very simple problem: People don’t understand its purpose. That complicates life when you’re a social networking site that’s all about making business connections. “I can’t figure out why it’s really helpful,” comments one US respondent. Other respondents note concerns about security, while others complain about excessive email communication and a difficult-to-navigate website.
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Rank change from 2013:
+1
Brand Simplicity Score:
500
Industry:
Utilities
E.ON is a giant in the industry of energy supply, operating in more than 30 countries. Its problems are just as big. Earlier this year, the German-based utility company was ordered to pay a record 12 million British Pounds after an investigation in the UK found extensive poor sales practices. No wonder respondents around the world say E.ON “is completely untrustworthy,” out for themselves and just plain difficult.
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Rank change from 2013:
+1
Brand Simplicity Score:
496
Industry:
Travel/Car rental
There’s a bit of a traffic jam of American rental car companies at the bottom of the Global Brand Simplicity Index. While Hertz and Avis have switched relative places this year, it’s still the same old story. In Sweden, Avis is perceived as unwilling to help. In the US, respondents complain about its complicated rewards program, while in Germany a respondent calls them “sneaky.” “Everything is complex about Avis,” says a respondent from India.
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Rank change from 2013:
+1
Brand Simplicity Score:
438
Industry:
Banks/Retail
Like HSBC, US-based Citibank has experienced declines in the Global Brand Simplicity Index rankings. In the Middle East, respondents say that Citibank would be rewarded for making its procedures more convenient. In the US, consumers see significant upside potential if Citibank could eliminate loopholes and clarify its messages.
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Rank change from 2013:
-20
Brand Simplicity Score:
434
Industry:
Health insurance
UK-based international healthcare provider Bupa is ailing. Its condition took a 20-spot turn for the worse this year, landing close to the Global Brand Simplicity Index floor. Complaints range from too much jargon in the handbooks, too many plans and a complex pricing structure, to “not keeping its commitment to clients at the time of settlement.”
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Rank change from 2013:
+3
Brand Simplicity Score:
418
Industry:
Travel/Air
What can we say about Irish budget airline Ryanair that hasn’t been said before? Despite the company’s promise for a renewed focus on the customer experience, it’s still a bumpy and complicated ride for passengers. “Complex booking with all the onus on the passenger,” says one respondent. “Irritating and generally misleading,” says another.
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Rank change from 2013:
+1
Brand Simplicity Score:
284
Industry:
General insurance
Global insurance group AXA claims last place in our Index. If AXA’s been consistent in any way, it’s apparently doing so by proving insurance companies are difficult to work with. One German respondent says AXA contracts are “hair-splitting” as well as time-consuming. In the Middle East, a frequent complaint is that terms and conditions may differ from what was communicated.
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Industry Simplicity Score:
950
Simplicity Premium:
4.8%
Industry Simplicity Score:
761
Simplicity Premium:
5.1%
Industry Simplicity Score:
733
Simplicity Premium:
4.9%
Industry Simplicity Score:
728
Simplicity Premium:
4.5%
Industry Simplicity Score:
726
Simplicity Premium:
4.8%
Industry Simplicity Score:
699
Simplicity Premium:
5.2%
Industry Simplicity Score:
664
Simplicity Premium:
4.6%
Industry Simplicity Score:
656
Simplicity Premium:
4.6%
Industry Simplicity Score:
603
Simplicity Premium:
3.9%
Industry Simplicity Score:
600
Simplicity Premium:
5.4%
Industry Simplicity Score:
595
Simplicity Premium:
4.9%
Industry Simplicity Score:
570
Simplicity Premium:
4.7%
Industry Simplicity Score:
563
Simplicity Premium:
4.4%
Industry Simplicity Score:
553
Simplicity Premium:
4.5%
Industry Simplicity Score:
551
Simplicity Premium:
4.8%
Industry Simplicity Score:
523
Simplicity Premium:
4.1%
Industry Simplicity Score:
496
Simplicity Premium:
4.7%
Industry Simplicity Score:
487
Simplicity Premium:
4.1%
Industry Simplicity Score:
475
Simplicity Premium:
5.1%
Industry Simplicity Score:
471
Simplicity Premium:
4.6%
Industry Simplicity Score:
461
Simplicity Premium:
4.6%
Industry Simplicity Score:
416
Simplicity Premium:
4.6%
Industry Simplicity Score:
317
Simplicity Premium:
4.8%
Industry Simplicity Score:
270
Simplicity Premium:
4.5%
Simplicity pays
Since 2009, a stock portfolio comprising the publicly traded Top 10 simplest brands outperforms the major indexes by 170%.
Industry comparison
Perceptions of industries often differ by region. Here is a country-by-country comparison against the global industry rankings.
For further analysis of industry trends across regions, download the full report.