Google has come out on top in a top 10 list of the UK's most 'simple' brands.

The study, conducted by Siegel+Gale, analysed 500 well-known brands in terms of simplicity to use and understand whilst remaining innovative. Internet giant Google placed first, beating out competition from online retailer Amazon and supermarket chain Tesco.

The top 10 brands in the Global Brand Simplicity Index are:

1. Google

2. Amazon

3. John Lewis

4. Tesco

5. Travelodge

6. Lastminute.com

7. Premier Inn

8. MacDonald’s

9. BBC

10. Apple

Siegel+Gale have found that 87% of UK consumers are more likely to recommend a simpler brand, with 5.2% of people willing to pay more for a simpler brand. Sigel+Gale's president of EMEA, Philip Davies, noted the need for streamlined, effective branding.
“In a highly competitive and cluttered market place clear communication to consumers is paramount. The Global Brand Simplicity Index reveals the desire and need for simpler communications and interactions. More importantly it shows how willing consumers are to pay for a simplified experience.”

“This year’s report clearly demonstrates that technology is the driving force that is simplifying consumers brand experiences and lives. It is saving people time and money and giving them easier access to the world. Simplicity creates an environment that promotes peace of mind with consumers, inspires confidence and generates brand loyalty. In the current climate brands should take note of the gains they are set to make by simplifying touch points for consumers.”
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