SWE:DEN
These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.
1
IKEA
1
Retail / General
2
IKEA
An iconic Swedish brand appropriately tops the Sweden Brand Simplicity Index this year. The discount furniture retailer receives praise for its straightforward catalogues and no frills shopping experience, with one respondent referring to it as a “simplicity stronghold.”
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2
1
Internet search
3
In almost every region this year, search engine Google ranks in the Top 10. Many respondents call it the best search engine, with one respondent noting “Easier and faster interface with more relevant results.”
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3
Blocket
1
Internet retail
4
Blocket
A Swedish analog to eBay, Blocket allows users to buy and sell used goods in an online marketplace. Consumers find it simple because “you can find good cheap used products all over the country,” adding that the varied and secure payment options also make it easy to use.
4
ICA
1
Retail / Grocery
5
ICA
This grocery store’s funny, memorable advertising receives praise from our survey respondents, who noted that its simple website, service and selection are the reason the brand ranks so highly this year.
5
Clas Ohlson
Retail / General
6
Clas Ohlson
“Good affordable deals in the mailbox” make it easy to choose this hardware store and mail order retailer. Respondents appreciate that the robust and accurate catalogues make it easy to save time when shopping in the brick and mortar stores.
6
Netflix
1
Media
7
Netflix
This video streaming service has ranked highly in several regions this year for a reason: it’s easy to find and watch what you want. Customization also plays a role according to respondents--the interface works “seamlessly with multiple profiles if you are a family,” meaning that everyone can tailor their queue without adding additional services.
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7
McDonald’s
4
Restaurants
8
McDonald’s
Straightforward, well-advertised products and prices and consistent speedy service land the fast food superpower in Sweden Index’s Top 10 this year. The brand famous for its Golden Arches might as well change its slogan to “self-explanatory” based on how often survey respondents identify the chain as such.
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8
Coop
5
Retail / Grocery
9
Coop
Coop is the identity for a group of several diverse super- and hypermarkets in Sweden, but the multiple brands don’t spell compelexity. As one respondent explained, “Simple = honest. They feel honest and I like that.” Its loyalty program also makes it easy for customers to save money, and rather that being irritating, Coop’s ads are regarded as clear and informative.
9
Fritidsresor
1
Travel / Booking
10
Fritidsresor
Sweden’s largest tour operator and travel agency also includes an airline, TUIFly Nordic, concept hotel and resort destinations. But it’s clear communication and transparency that make this brand simple, say consumers. “Good information in the brochures,” remarks one respondent. “One can check online to get the information you need.”
10
Ving
13
Travel / Booking
11
Ving
Ving gets high marks for something that’s hard to quantify: peace of mind. The brand’s hassle-free experience and updated information throughout a user’s trip make it easy to use and easy to relax. “They offer trips with good prices and my life [is] easier because I can go wherever I want without thinking that I can not afford [it],” says one respondent.
11
Lidl
3
Retail / Grocery
12
Lidl
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12
Apoteket
6
Retail / Health and beauty
13
Apoteket
13
Viaplay
9
Media
14
Viaplay
14
Willys
Retail / Grocery
15
Willys
15
Burger King
5
Restaurants
16
Burger King
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16
cdon
10
Internet retail
17
cdon
17
Life
63
Retail / Health and beauty
18
Life
18
Åhléns
10
Retail / General
19
Åhléns
19
YouTube
2
Social media
20
YouTube
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20
Max Burger
5
Restaurants
21
Max Burger
21
Netto
Retail / Grocery
22
Netto
22
Apollo
32
Travel / Booking
23
Apollo
23
Spotify
Social media
24
Spotify
24
Volvo
Automotive
25
Volvo
25
H&M
6
Retail / Fashion
26
H&M
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26
Lindex
Retail / Fashion
27
Lindex
27
Scandic Hotels
20
Travel / Hotels
28
Scandic Hotels
28
Tradera
7
Internet retail
29
Tradera
29
Apotek Hjärtat
1
Retail / Health and beauty
30
Apotek Hjärtat
30
Hemköp
3
Retail / Grocery
31
Hemköp
31
Kronans Apotek
17
Retail / Health and beauty
32
Kronans Apotek
32
Goeteborgs-Posten
Media
33
Goeteborgs-Posten
33
Expressen
Media
34
Expressen
34
Sony
2
Electronics
35
Sony
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35
Samsung
26
Electronics
36
Samsung
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36
nelly.com
4
Internet retail
37
nelly.com
37
Statoil
9
Utilities
38
Statoil
38
Lufthansa
12
Travel / Air
39
Lufthansa
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39
Aftonbladet
Media
40
Aftonbladet
40
Gina Tricot
15
Retail / Fashion
41
Gina Tricot
41
Dagens Nyheter
Media
42
Dagens Nyheter
42
KappAhl
17
Retail / Fashion
43
KappAhl
43
Nokia
31
Electronics
44
Nokia
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44
Yahoo!
10
Internet search
45
Yahoo!
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45
Apple
14
Electronics
46
Apple
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46
SAS
3
Travel / Air
47
SAS
47
First Hotels
8
Travel / Hotels
48
First Hotels
48
Comviq
8
Telecom / Cell phone
49
Comviq
49
Radisson
24
Travel / Hotels
50
Radisson
50
Nordic Choice Hotels
8
Travel / Hotels
51
Nordic Choice Hotels
51
Adidas
24
Fitness
52
Adidas
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52
Dell
9
Electronics
53
Dell
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53
Electrolux
7
Appliances
54
Electrolux
54
Handelsbanken
16
Banks / Retail
55
Handelsbanken
55
Ticnet
14
Travel / Booking
56
Ticnet
56
ViaSat
6
Media
57
ViaSat
57
Volkswagen
6
Automotive
58
Volkswagen
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58
Nike
7
Fitness
59
Nike
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59
Best Western
Travel / Hotels
60
Best Western
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60
Bing
17
Internet search
61
Bing
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61
DHL
2
Shipping / Mail
62
DHL
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63
Skype
Telecom / Cell phone
64
Skype
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65
Audi
Automotive
66
Audi
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66
Tele2
1
Telecom / Cell phone
67
Tele2
67
Länsförsäkringar
11
General insurance
68
Länsförsäkringar
68
Norwegian
24
Travel / Air
69
Norwegian
69
Reebok
12
Fitness
70
Reebok
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70
Bonnier
19
Media
71
Bonnier
71
Posten
39
Shipping / Mail
72
Posten
72
Ericsson
Telecom / Cell phone
73
Ericsson
73
Cylinda
21
Appliances
74
Cylinda
74
Ibis
Travel / Hotels
75
Ibis
75
British Airways
14
Travel / Air
76
British Airways
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76
Bosch
30
Appliances
77
Bosch
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77
Schenker
49
Shipping / Mail
78
Schenker
78
Siemens
17
Electronics
79
Siemens
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79
MQ
29
Retail / Fashion
80
MQ
80
Pizza Hut
44
Restaurants
81
Pizza Hut
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81
Novotel
Travel / Hotels
82
Novotel
82
Starbucks
13
Restaurants
83
Starbucks
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83
26
Social media
84
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84
Puma
13
Fitness
85
Puma
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85
Nordea Bank
25
Banks / Retail
86
Nordea Bank
86
AGRIA Insurance
General insurance
87
AGRIA Insurance
87
SEB
53
Banks / Retail
88
SEB
88
Mercure
Travel / Hotels
89
Mercure
89
12
Social media
90
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90
Telenor Sverige
2
Telecom / Cell phone
91
Telenor Sverige
91
Folksam
25
General insurance
92
Folksam
92
Toyota
52
Automotive
93
Toyota
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93
TeliaSonera
23
Telecom / Cell phone
94
TeliaSonera
94
Hilton
Travel / Hotels
95
Hilton
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95
Swedbank
37
Banks / Retail
96
Swedbank
96
Google+
32
Social media
97
Google+
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98
Trygg-Hansa
23
General insurance
99
Trygg-Hansa
99
Saab
8
Automotive
100
Saab
100
6
Social media
101
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101
Bredbandsbolaget
23
Telecom / Cable
102
Bredbandsbolaget
102
Danske Bank
20
Banks / Retail
103
Danske Bank
103
AFA Sjuk
General insurance
104
AFA Sjuk
104
Bring
19
Shipping / Mail
105
Bring
105
E.ON Sverige
18
Utilities
106
E.ON Sverige
106
Skandia
16
Health insurance
107
Skandia
Finance and insurance companies are no strangers to the bottom Simplicity Index in any region, and Skandia sits at the intersection of the two. Skandia offers not only insurance, but also savings, investments and even an online bank. Perhaps doing less would allow Skandia to focus on simplifying its services, which respondents call intricate, unclear, and unreliable.
107
Com Hem
15
Telecom / Cable
108
Com Hem
Offering a “triple play” of services—TV, internet and phone—Com Hem is perhaps triply complex. Respondents’ primary complaint is poor customer service. “Impossible to communicate with,” says an exasperated consumer.
108
Hertz
32
Travel / Car rental
109
Hertz
Complicated booking services and invoices sum up respondents’ typical frustrations with the rental car company. “Really hard to see what a car costs to rent on the website!!!” says one respondent.
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109
Canal Digital
36
Telecom / Cable
110
Canal Digital
Internet and TV provider Canal Digital is suffering from a lack of transparency that some respondents suspect is intentionally dishonest—definitely not a good way to build customer loyalty and trust. “Unfavorable contract is hiding behind initially nice offers,” explains one skeptical respondent.
110
26
Social media
111
For many Twitter users in Sweden, Twitter’s raison d’être remains hazy—and maybe even hypocritical. “Not easy to understand the value of global gossip while the people shout loudly about their privacy and how often they feel offended,” remarks one cynical respondent.
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111
Fortum
14
Utilities
112
Fortum
Typical complaints about energy provider Fortum include that pricing and bills are convoluted and customer service poor. One respondent hypothesized that Fortum and its peers aren’t concerned with customers at all: “Electric utilities are generally sneaky, and are more focused on competing with each other than to be there for customers.”
112
16
Social media
113
This social media platform for professional networking suffers from a problem similar to Twitter’s in Sweden: people don’t understand its purpose? LinkedIn’s website isn’t doing it any favors either. Survey respondents complain about clicking through extraneous pages and credentials, preventing them from accessing the website efficiently. “Takes time clicking away!” exclaims one.
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113
Avis
30
Travel / Car rental
114
Avis
The rental car company’s unclear agreements and lack of advertising contribute to its image as a complicated brand. Avis’ Budget brand is currently expanding globally, but unless it can also simplify, increasing its offerings may have no effect on its perception.
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114
SJ
16
Travel / Train
115
SJ
Many have an idyllic picture of European train travel, but Swedish consumers have a different view of SJ, the government-owned rail system. “Their site and the pricing are incredibly complicated,” says one respondent. “Likewise, their handling of delays and cancellations [is] catastrophic.” And delays are frequent, judging from responses.
115
Ryanair
16
Travel / Air
116
Ryanair
10. Ryanair Hidden fees, complicated pricing and poor customer service seem to plague Ryanair’s perception each year. The discount airline’s reputation as underhanded is so pervasive that consumers report a total lack of confidence in the brand. “There are many stories where the communication has not been honest,” says a suspicious consumer.
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