Global consumers ranked ALDI, the German discount supermarket and owner of Trader Joe's in the United States, as the most 'simple' brand in the world for the second year in a row, according to a recent "Simplicity Index" report from Siegel+Gale.

The report was based on data from a survey of 12,318 consumers in eight countries (the US, the UK, Germany, Sweden, China, India, the UAE, and Saudi Arabia). Respondents were asked to rate brands on the simplicity/complexity of their products and pricing relative to industry peers as well as the quality of interactions/communications (i.e., whether the company is trustworthy/easy to deal with).

ALDI topped the list because of its "clear pricing and a clear offer"—high quality at low prices with a basic, but rewarding, shopping experience.

Google ranked second thanks to its search engine, which consumers view as being "peerless" and "reliable."

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

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Twitter: @ayaznanji