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1、GlobalBrandSimplicityIndex2017Showingtheimpactofsimplicityontheworld’sleadingbrandsGlobalBrandSimplicityIndex201702Forward04Highlights12Global14Top10globalbrands16Bottom10globalbrands18Industrycomparison26UnitedStates34UnitedKingdom42Germany50SwedenTableofcontents58Ch
2、ina66MiddleEast74India82Japan90Globaldisrupters94ResearchMethodology96AboutSiegel+Gale97ContactWhat’sthevalueofEachyearwesetouttoanswerexactlythat.Whatdowemeanbysimple?Asaglobalbrandstrategyfirm,Siegel+Galehaslongheldthebeliefthatsimplicityliesattheintersectionofremar
3、kablysimplicityclearandunexpectedlyfresh.Brandsthatdeliverclear,humanandusefulexperiences—win.Theresultsarein.Fromthetens-of-thousandsofconsumerswesurveyedacrosstheglobe,we’velearnedthatforthesimplicityistheultimatedriverofbrandloyalty.Itinspirespeopletospendmore,moti
4、vatesemployeestodeliveronthebrandpromise—andultimatelydrivesfinancialgainforcompaniesthatembraceit.world’sWhileeveryyearwelearnnewlessonsaboutthevalueofsimplicity,thereisoneenduringtruth:simplicitypays.leadingbrands?HighlightsgrowthofSimplicitypaysindex/portfolio450%S
5、ince2009,astock%portfoliocomprisedofthe+433400%publiclytradedsimplestbrandsinourglobalTopSimplicityportfoliogrowth10hasoutperformedthemajorindexes.350%Howdoes300%simplicity250%HighlightsHighlightspayfor200%S&P:+135%brandsthatDAX:+116%DOW:+106%150%embraceit?FTSE:+52%10
6、0%50%ZERO20112012201320142015201620092010Siegel+Gale67GlobalBrandSimplicityIndex2017Simplicitypays%ofpeoplearemorelikelytorecommendabrandbecauseitprovidessimpler%61experiencesandcommunications%%6462vs.20Highlightsofemployeesareofemployeesareconsideredbrandconsideredbr
7、andHighlightsofconsumerschampionsincompa-championsincompa-niesperceivedtobeniesperceivedtobearewillingsimplecomplextopaymoreforsimpler$86Billionexperiencestheamountofmoneybrandsareleavingonthetablewhentheydon’tsimplifySiegel+Gale89GlobalBrandSimplicityIndex2017Further
8、complicationsInsuranceprovidersAXAjustcan’tseemtobreakoutofthebottomspot;theyarethemostcomplexbrandforthesecondGlobalyearrun
