Global Brand Simplicity Report for 2011

Siegel+Gale is a global brand consulting firm with eight locations around the world. The agency serves a wide array of clients from government, corporate and non-profit organizations. Siegel+Gale has created branding campaigns for companies such as Yahoo, Xerox, Allstate, American Express among others and has won many awards, including Web Marketing Association’s WebAward for Outstanding Achievement in Web Development.

Siegel+Gale is also dedicated to aiding non-profit organizations build brand identities that help forward their goals.
Currently, Siegel+Gale released its yearly report summarizing the top ten brands around the globe called the Global Brand Simplicity Index. The report, which evaluated 6,026 people across seven countries, gauged their response to popular consumer brands. The report is broken down by industry and by country giving and even deeper sense into industry standards and country-based standards. Industry was broken down into these categories:
•Social Media
•Internet Search
•News Media
•Retail Banking
•General Insurance
•Health Insurance

While globally, these regions were covered:
•United States
•United Kingdom
•Middle East

The report concludes that people want simplicity and transparency from brands, regardless of location. What does that mean for businesses? It means that consumers want a company that is obvious in nature, easy to access and puts forth a clear presentation. A company can easily simplify their approach and in turn improve customer loyalty by being more customer-centered, finding an approach that is both effective and people friendly and staying consistent. The formula for company simplicity is based on a scale of 1000 to zero, with 1000 representing simplicity and zero representing complexity. The simplicity score is a normalized composite based on ratings on key elements including, ease of understanding, transparency, caring, innovation and usefulness of communications.

The top ten bands globally based on the Brand Simplicity Scale are:

•Google (BSI 955)
•Amazon (BSI 885)
•IKEA (BSI 882)
•McDonald’s (BSI 867)
•Apple (BSI 861)
•Nokia (BSI 859)
•Pizza Hut (BSI 853)
•Marks & Spencer (BSI 844)
•LG (BSI 843)
•Starbucks (BSI 842)

The bottom ten brands globally are:

•Ramada (BSI 583)
•Budget (BSI 572)
•AXA (BSI 562)
•Hertz (BSI 548)
•Linkedin (BSI 540)
•Peugeot (BSI 538)
•Allianz (BSI 531)
•Enterprise (BSI 522)
•Ryanair (BSI 473)
•GE (BSI 459)

A breakdown of the report by county is as follows:

Simplicity within the United States:

The industries that scored the lowest in U.S. surveys for simplicity by a landslide were Health Insurance and General Insurance. While the highest rated industries were Internet Retail and Grocery Retail.
The top ten brands for the U.S. are:
•Netflix (BSI 910)
•Google (BSI 875)
•Amazon (BSI 849)
•Target (BSI 817)
•Publix (BSI 814)
•UPS (BSI 808)
•Subway (BSI 804)
•McDonald’s (BSI 788)
•Whole Foods (BSI 787)
•Pizza Hut (BSI 772)

In the United Stated, Health Insurance could net more than $4.3 billion in total revenue if customers were offered more precise, understandable and cleaner communication. While all business industries could receive more than $20.1 billion.

Simplicity within the United Kingdom:

Within the UK, the least simple industries were General Insurance and a tie between Utilities and Health Insurance. While the top simple industries were Internet Retail and Hotels.
Top ten brands for the UK are:
•Google (BSI 970)
•Amazon (BSI 941)
•John Lewis (BSI 917)
•Tesco (BSI 897)
•Yravelodge (BSI 864)
•Lastminute.com (BSI 839)
•Premier Inn (BSI 853)
•McDonald’s (BSI 851)
•BBC (BSI 844)
•Apple (BSI 830)

The general insurance industry could earn the most from a simple approach, with increased earnings of over £506 million. While all industries as a whole could earn more than £2.8 billion.

Simplicity within Germany:

The simplest industries in Germany are Internet Search and Internet Retail. While the most complex industries were General Insurance and Health Insurance.
Top ten brands in Germany:
•Amazon (BSI 995)
•Google (BSI 992)
•Ikea (BSI 931)
•Zalando (BSI 922)
•Tchibo (BSI 914)
•Apple (BSI 898)
•Dell Computers (BSI 897)
•Otto (BSI 895)
•Toyota (BSI 894)
•Canon (BSI 886)

The industry that would benefit the most was Utilities, which could bring in €714 million in revenue. While all industries as a whole could bring in €3.6 billion more in revenue by taking a simpler approach.

Simplicity within the Middle East:

The industries that scored the highest of the simplicity index were Mobile Phones and internet Search. While the industries that scored the lowest were General Insurance, Health insurance and Shipping/Mail.
Top ten brands in the Middle East:
•Google (BSI 1004)
•McDonald’s (BSI 971)
•Apple (BSI 968)
•Sony (BSI 967)
•Ikea (BSI 959)
•Gulf News (BSI 956)
•Starbucks (BSI 646)
•Asharq-Al-Awsat (BSI 946)
•Samsung (BSI 943)
•Mobility (BSI 942)

Simplicity within India:

The most simple industries within India are internet Search and Electronics, whereas the least simple industries were General Insurance and Health Insurance.
The top ten brands in India:
•Google (BSI 926)
•Nokia (BSI 915)
•Samsung (BSI 899)
•Yahoo (BSI 977)
•Dell Computers (BSI 864)
•Docomo (BSI 824)
•Facebook (BSI 821)
•BigBazaar (BSI 820)
•Pizza Hut (BSI 819)
•Vadafone (BSI 816)

Simplicity within China:

The most simple industries within China are Internet Search and Internet Retail, whereas the least simplified industries were General Insurance and Health Insurance.
Top ten brands in China:
•BaiDu (BSI 1085)
•Ehi Car Service (BSI 1079)
•Apple (BSI 1076)
•360buy.com (BSI 1018)
•Nokia (BSI 1009)
•HTC (BSI 1001)
•BlackBerry (BSI 991)
•Ikea (BSI 990)
•Home Inn (BSI 987)
•Vancl (BSI 984)

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    6 Responses to “Global Brand Simplicity Report for 2011”

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