Sweden

An iconic Swedish brand appropriately tops the Sweden Brand Simplicity Index this year. The discount furniture retailer receives praise for its straightforward catalogues and no frills shopping experience, with one respondent referring to it as a “simplicity stronghold.”

In almost every region this year, search engine Google ranks in the Top 10. Many respondents call it the best search engine, with one respondent noting “Easier and faster interface with more relevant results.”

This grocery store’s funny, memorable advertising receives praise from our survey respondents, who noted that its simple website, service and selection are the reason the brand ranks so highly this year.

A Swedish analog to eBay, Blocket allows users to buy and sell used goods in an online marketplace. Consumers find it simple because “you can find good cheap used products all over the country,” adding that the varied and secure payment options also make it easy to use.

“Good affordable deals in the mailbox” make it easy to choose this hardware store and mail order retailer. Respondents appreciate that the robust and accurate catalogues make it easy to save time when shopping in the brick and mortar stores.

Coop is the identity for a group of several diverse super- and hypermarkets in Sweden, but the multiple brands don’t spell compelexity. As one respondent explained, “Simple = honest. They feel honest and I like that.” Its loyalty program also makes it easy for customers to save money, and rather that being irritating, Coop’s ads are regarded as clear and informative.

Sweden’s largest tour operator and travel agency also includes an airline, TUIFly Nordic, concept hotel and resort destinations. But it’s clear communication and transparency that make this brand simple, say consumers. “Good information in the brochures,” remarks one respondent. “One can check online to get the information you need.”

Straightforward, well-advertised products and prices and consistent speedy service land the fast food superpower in Sweden Index’s Top 10 this year. The brand famous for its Golden Arches might as well change its slogan to “self-explanatory” based on how often survey respondents identify the chain as such.

This video streaming service has ranked highly in several regions this year for a reason: it’s easy to find and watch what you want. Customization also plays a role according to respondents--the interface works “seamlessly with multiple profiles if you are a family,” meaning that everyone can tailor their queue without adding additional services.

Ving gets high marks for something that’s hard to quantify: peace of mind. The brand’s hassle-free experience and updated information throughout a user’s trip make it easy to use and easy to relax. “They offer trips with good prices and my life [is] easier because I can go wherever I want without thinking that I can not afford [it],” says one respondent.

Budget is experiencing the pitfalls of lacking a clear identity. Many respondents indicate they don’t understand what the brand stands for, with one labeling it “anonymous.” Consumers don’t feel any real loyalty to the car rental company, which likely is why it has found its way to the Bottom 10.

For many Twitter users in Sweden, Twitter’s raison d’être remains hazy—and maybe even hypocritical. “Not easy to understand the value of global gossip while the people shout loudly about their privacy and how often they feel offended,” remarks one cynical respondent.

Offering a “triple play” of services—TV, internet and phone—Com Hem is perhaps triply complex. Respondents’ primary complaint is poor customer service. “Impossible to communicate with,” says an exasperated consumer.

Internet and TV provider Canal Digital is suffering from a lack of transparency that some respondents suspect is intentionally dishonest—definitely not a good way to build customer loyalty and trust. “Unfavorable contract is hiding behind initially nice offers,” explains one skeptical respondent.

Complicated booking services and invoices sum up respondents’ typical frustrations with the rental car company. “Really hard to see what a car costs to rent on the website!!!” says one respondent.

Typical complaints about energy provider Fortum include that pricing and bills are convoluted and customer service poor. One respondent hypothesized that Fortum and its peers aren’t concerned with customers at all: “Electric utilities are generally sneaky, and are more focused on competing with each other than to be there for customers.”

Finance and insurance companies are no strangers to the bottom Simplicity Index in any region, and Skandia sits at the intersection of the two. Skandia offers not only insurance, but also savings, investments and even an online bank. Perhaps doing less would allow Skandia to focus on simplifying its services, which respondents call intricate, unclear, and unreliable.

Many have an idyllic picture of European train travel, but Swedish consumers have a different view of SJ, the government-owned rail system. “Their site and the pricing are incredibly complicated,” says one respondent. “Likewise, their handling of delays and cancellations [is] catastrophic.” And delays are frequent, judging from responses.

10. Ryanair Hidden fees, complicated pricing and poor customer service seem to plague Ryanair’s perception each year. The discount airline’s reputation as underhanded is so pervasive that consumers report a total lack of confidence in the brand. “There are many stories where the communication has not been honest,” says a suspicious consumer.

This social media platform for professional networking suffers from a problem similar to Twitter’s in Sweden: people don’t understand its purpose? LinkedIn’s website isn’t doing it any favors either. Survey respondents complain about clicking through extraneous pages and credentials, preventing them from accessing the website efficiently. “Takes time clicking away!” exclaims one.