Aldi, Amazon, Google, and McDonald’s are among the world’s favourite brands in 2013, according to a new ranking from the consulting firm Siegal+Gale.
To determine the rankings, Siegal+Gale asked more than 10,000 consumers in seven countries to review hundreds of brands based on the simplicity of their products, advertising and customer service.
Why does simplicity matter?
“People are more likely to recommend brands that are simpler, and they are happy to pay a premium — pay more money — for the simpler brands,” said Brian Rafferty, Siegal+Gale’s research director.
According to the report, consumers are willing to spend at least 5% more for simpler brands, and 75% of people are more likely to recommend a brand because it provides simpler experiences.
Consumers said they would be willing to spend at least 17% more for simpler experiences with brands like BlackBerry, Virgin Mobile, Nissan, and Toyota, all of which ranked lower in the report.
Here are the 10 most simple brands worldwide, according to the report:
Rafferty said the Germany-based supermarket chain ranked No. 1 because it markets itself as being a no-frills company with low prices and it’s “really delivering on that [promise].”
The e-retailer gets its No. 2 ranking for its “easy-to-use click-through purchase process” and the transparency of its customer reviews system, according to the report.
The Internet search giant takes the No. 3 spot, down from first place last year, for its “intuitive user interface” and new app Google Now.
Siegal+Gale says McDonald’s consistently ranks in the top 10 for its “accessible menu, transparent pricing and clear, concise messaging.”
The fast food brand has a “straightforward lineup of food and pricing, paired with roadside ubiquity and a successful online coupon program,” according to the report.
Survey respondents praised the French retailer for carrying “everything you need under one roof.” Siegal+Gale also notes that under new CEO George Plassat, store managers are able to tailor inventory to local tastes, helping to make products more relevant to consumers.
The Dutch fashion retailer, which has branches in 20 European countries, utilizes radio-frequency identification technology, or RFID, to restock shelves quickly and efficiently. Consumers described the brand as cost-effective and reliable.
Rafferty said Samsung’s ranking in the top 10 came as a shock to him, as Apple has always beat out Samsung in Siegal+Gale’s four years of surveys. A closer look at the data showed that most of Apple’s low “simplicity” rankings were coming from China, where consumers cited labour issues and service problems. By comparison, consumers rated Samsung positively for its flagship phone, the Galaxy, and the company’s positioning as “a modern, yet accessible technology brand.”
The low prices and “easy-to-navigate stores” at IKEA helped it land the No. 9 spot.
10. Pizza Hut
The world’s largest pizza franchise beat out other fast food brands including Burger King and Subway, which ranked eleventh and fifteenth, respectively. Respondents praised Pizza Hut for its “completely fresh online experience” and the ability to place orders through Xbox.
See the full rankings here:
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.
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