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Amazon revealed as UK's simplest brand topping Siegel+Gale annual Global Brand Simplicity Index

By Gillian West | Social media manager

Siegel and Gale


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October 24, 2013 | 3 min read

Online retailer Amazon has been named the UK's 'simplest' brand topping the fourth annual Global Brand Simplicity Index, with McDonald’s and First Direct taking second and third place respectively.

Amazon tops Siegel+Gale's fourth annual global brand simplicity index

Compiled by strategic brand consultancy Siegel+Gale, 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.

According to the results in the UK and Germany and US alone, brands offering increased simplicity stand to gain $50m in revenue, with 74 per cent of UK consumers more likely to recommend a brand because it provides simpler experiences and communications.

In the UK, 32 per cent of consumers said they were willing to spend up to 6.1 per cent more for a simpler experience.

Joining Amazon, McDonald’s and First Direct in the top ten of the UK’s ‘simplest’ brands are supermarkets Asda and Aldi, travel and leisure brands Virgin Atlantic and, and search engine Google. On the flipside low cost airline Ryanair came bottom of the Index, with energy providers ScottishPower, SSE (Scottish & Southern Energy), British Gas and npower all featuring in the bottom ten.

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The findings come from more than 500 brand ratings across 25 industries, based on a survey of more than 10,000 consumers in North America, Europe, Asia and the Middle East.

“Our fourth annual survey reveals that both in the United Kingdom and on a global scale, consumers would pay more for simplicity,” said Philip Davies, Siegel+Gale’s president EMEA.

“Experiencing simplicity at every touchpoint is key to brand success—inspiring deeper trust and greater loyalty from consumers. The 2013 Global Brand Simplicity Index highlights that complexity is causing brands to leave significant money on the table and is a tangible illustration of the value of simplicity, reveals the percentage increase in price consumers said they would be willing to pay for simpler experiences by each brand included in the survey.”

The full top and bottom ten brands in the 2013 Global Brand Simplicity Index can be seen below:

The 2013 Global Brand Simplicity Index Top 10 Brands in the UK

  • Amazon 848
  • McDonald's 848
  • First Direct 820
  • Premier Inn 807
  • ASDA 803
  • ALDI 799
  • Google 799
  • KFC 772
  • Virgin Atlantic 768
  • 764

The 2013 Global Brand Simplicity Index Bottom 10 Brands in the UK

  • LinkedIn 464
  • ScottishPower 462
  • AXA PPP Healthcare 461
  • Prudential 456
  • Santander 448
  • SSE (Scottish & Southern Energy) 438
  • British Gas 431
  • Allianz 429
  • npower 422
  • Ryanair 254

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