Top 10 brands on the Middle East Brand Simplicity Index, survey


The need for simplicity and the corresponding economic value is greater than ever. In Siegel+Gale’s third annual Global Brand Simplicity Index™, the company evaluated the state, significance and impact of simplicity and provide recommendations on how brands can improve their customer relationships and create value. Key findings include:

  • The financial value brands can derive from greater simplicity
  • The crucial link between simplicity and the ability to innovate
  • The increased likelihood that global consumers will recommend a brand that offers a simpler experience
  • The best and worst brands and industries when it comes to simplicity and what can be learned from them

This year, the company analyzed the customer experience within the travel and hospitality, retail banking, and restaurant and grocery industries to understand how scale and different attributes of simplicity affect consumer perceptions. In addition, it was assessed how simple or complex people find their workplaces and which industries are making it most simple for employees to innovate. Finally, it was taken in consideration how brands can use simplicity to gain loyalty, better serve customers and boost profits.

The 2012 survey of more than 6,000 people in seven countries across three continents uncovers respondents’ perceptions of numerous brands. The findings demonstrate consumers’ demand for simpler communications and experiences across industries and around the globe.

According to the company, the top 10 brands of the Middle East Brand Simplicity Index are:

  • Google
  • Samsung
  • McDonalds
  • Gulf News
  • Blackberry
  • Yahoo
  • Dell
  • YouTube
  • Spinneys
  • Toshiba

The presence of mostly international brand names on the list may suggest that the survey of UAE-based consumers was not detailed or broad enough. Local brands are largely underestimated with giants like Dubai-based Emirates Airline, Emaar Properties and supermarket chain Carrefour left behind. For example, Blackberry’s positions on the market are weakening due to unstoppable influx of latest models Apple and Samsung’s smartphones. Spinneys does not offer a better value for money or simpler services than Carrefour.

However, the Global Brand Simplicity Index reaffirms that the global consumer tendencies remain bound to technology.


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