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Aldi and Lidl top brands in the world for their simplicity

Staff writer |
Discount supermarkets have topped the sixth annual Global Brand Simplicity Index. While Aldi comes first on the global index for the third year running, Lidl has topped the list in the UK.

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Based on an online survey of more than 12,000 respondents across eight countries, the study by global brand strategy, design, and experience consultancy Siegel + Gale, ranks 585 brands based on their perceived simplicity.

According to the survey, simplicity pays - 63 per cent of consumers prefer paying for simpler experience. The simpler the brand, the more people talk about it, with 69 per cent of those surveyed more likely to recommend the brand because it is simple.

Fast food giant McDonald’s was joined by Burger King and KFC in the global top ten proving that customers are looking for quick and simple service.

British Airways has gone up 23 spots to number 45, while insurance companies Bupa and Axa remained in the bottom 10.


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