Aldi beats Amazon and Google as world’s top brand
Discount supermarket Aldi has been named the world’s top 'simple' brand in the fourth annual Global Brand Simplicity Index, beating out global giants Amazon and Google.
The brand that is 'like' brands
Compiled by strategic brand consultancy Siegel+Gale from over 10,000 survey responses, the report evaluates the state, significance and impact of simplicity on brands, with this year’s research exploring the relationship between simplicity and employee innovation more deeply.
Consumers in seven countries to review hundreds of brands based on the simplicity of their products, advertising and customer service, with Aldi topping the poll.
In 2011 Aldi launched its ‘brand-like’ campaign, which has contributed to its expanding market share.
“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.
The top ten simple brands include local territory brands such as European supermarket chain Carrefour, as well as globally recognised chains.
The full list:
1. Aldi
2. Amazon
3. Google
4. McDonald’s
5. KFC
6. Carrefour
7. C&A
8. Samsung
9. Ikea
10. Pizza Hut