Global Brand Study Shows Simplicity is Key

Grocers, along with other retailers, could gross $1.9 billion more in profits if they better simplified customers’ experiences, report shows.

For two years running, quick-service restaurants and supermarket chains, including Publix, Subway, McDonald’s, Whole Foods Market and Pizza Hut, have been listed among the top 10 simplest brands by U.S. consumers, according to results from the second annual Global Brand Simplicity Index released by strategic branding firm Siegel+Gale.

Siegel+Gale’s 2011 Global Brand Simplicity Index surveyed more than 6,000 respondents in Europe, the Middle East, Asia and North America to uncover the perceived points of complexity and simplicity in people’s lives. The Index shows the value of simplicity in forging meaningful relationships between brands and consumers.

 Key Highlights of the Global Brand Simplicity Index

•            Despite their simplicity, quick service restaurants stand to gain $1.6 billion more in profits each year. Grocers, along with other retailers, could gross $1.9 billion more in profits if they better simplified customers’ experiences.

•            While Subway scored well above the average on the Brand Simplicity Index and took the number one spot among its competitors Burger King came in last place at spot #27 on the Index. Compared to the average it was also significantly behind all other brands in the industry.

•            Within the grocery industry Publix and Whole Foods, ranked #5 and #9 respectively, were well ahead of the average leaving brands like Safeway (#38) and Peapod (#44) in the dust.

•            On the global top 10 list fast food brands still fared well. McDonald’s moved up to spot number four followed by Pizza Hut at number seven and Starbucks rounding out the list at number 10.

For more information see the full report here:

http://www.siegelgale.com/download/9b00d1046bb06c9c8b963dede48f42aa/Global_Brand_Simplicity_Index_2011.pdf

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