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The 10 simplest brands in the world...

…And why that simplicity is one factor in their success.

ALDI, AMAZON, GOOGLE and McDonald’s are among the world’s favorite 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 per cent more for simpler brands, and 75 per cent 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 per cent 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:

1. Aldi

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].”

2. Amazon

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.

3. Google

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.

4. McDonald’s

Siegal+Gale says McDonald’s consistently ranks in the top 10 for its “accessible menu, transparent pricing and clear, concise messaging.”

5. KFC

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.

6. Carrefour

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.

7. C&A

The Dutch fashion retailer, which has branches in 20 European countries, utilises radio-frequency identification technology, or RFID, to restock shelves quickly and efficiently. Consumers described the brand as cost-effective and reliable.

8. Samsung

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 labor 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.”

9. Ikea

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.

You can see the full list here, if you can’t read it by clicking here:


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