ESSEN, NORTH RHINE-WESTPHALIA – Aldi has topped a global survey measuring brand simplicity for the second year in a row.

The survey was published on Wednesday by strategic branding firm Siegel+Gale and ranks companies by the simplicity of its communication and customer service. Siegel+Gale argues that a “simple” brand is vital, because it creates a higher level of loyalty and pay elasticity from consumers.

The online survey, which is conducted every year, has over 12,000 respondents that span across eight countries.  They said that Aldi, which is currently expanding its produce category with new organic products, offers “clear pricing and a clear offer,” which promotes high quality at low prices.

According to the report from Siegel+Gale, this simple approach makes “decisions easier and the shopping experience basic, but rewarding.”

Coming in at number two was tech giant, Google.  In its ranking, the firm said, “As famously innovative as it is simple, the Google search engine is ‘peerless’ and ‘reliable,’ according to respondents worldwide.”  The ranking also pointed to a study that showed Britons trust Google more than they trust their own families.

The other companies that rounded out the top ten are Lidl, McDonald’s, Netflix, IKEA, C&A, Subway, Miele and Amazon, in that order.  You can check out the full list here.

Simplicity is one of the factors used in determining a company’s popularity with customers and employees.  Congratulations to Aldi and all of the companies on the list!

Aldi