Google named the “most simple” brand

Google has been ranked the world’s “simplest” brand in a survey that shows consumers are willing to pay a premium for brands that provide simple communications and experiences.

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Technology and online retail brands came out on top of the survey with Google, Amazon, John Lewis, Tesco, Lastminute.com and Apple all featuring in the Top 10.

Unsurprisingly, utilities firms such as EDF Energy and Npower ranked bottom as complex billing structures and poor customer services frustrate consumers.

The report, by Seigel+Gale, claims that brands have much to gain by streamlining communications and services as consumers would pay between 2.7% and 5.2% or £2.75bn extra for simpler experiences.

It also found that 88% of consumers were more likely to recommend a brand because it makes their customer experience simple.

Philip Davies, president of Seigel+Gale EMEA, says: “Simplicity is a powerful tool that helps brands get into consumers’ heads faster, and stay there for longer. As the UK continues to struggle in economic uncertainty, those brands that offer experiences that are clear, direct and easily communicated will forge ahead by generating strong customer loyalty.”

Seigel+Gale surveyed 6,000 consumers on 7 countries and brands were ranked with a score between 970 and 275.

According to the 2011 Global Brand Simplicity Index, the UK’s top 10 brands are:

Google
Amazon
John Lewis
Tesco
Travelodge
Lastminute.com
Premier Inn
McDonald’s
BBC
Apple

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