The top 10 ‘simplest’ brands in Middle East
Brands are offering over-complicated services, report reveals.
October 31, 2013 5:38 by Muhammad Aldalou
Simplicity pays – however, brands across the world and the Middle East region are ‘leaving money on the table’ by offering experiences and/or services that are too complicated, according to a report.
The fourth Global Brand Simplicity Index, by global strategic branding firm Siegel+Gale, surveyed 10,000 respondents (more than 1,700 in the Middle East region) in seven countries to understand what simplicity meant to them. It evaluated the state, significance and impact of simplicity on brands, and ranks them based on consumer feedback.
It also quizzed participants about the simplicity/complexity of a brand’s interaction, when compared with industry peers, its contribution to making life simpler/more complex and how consistent the communications and brand experiences were, among other questions.
According to the results, 72 per cent of consumers in the UAE and Saudi Arabia are more likely to recommend a brand if it provides a simpler experience and communication, while 50 per cent say that they’re willing to spend up to 5.5 per cent more for a simpler product, experience or service. It also highlights how social media brands have localised their products and, as a consequence, the Middle East region ranks higher than any other for brand simplicity. Conversely, Middle Eastern consumers are frustrated with online retail and its complexity. Hence, it ranks 18th out of 25 industries, while globally, it ranks 4th.
The index is an output of more than 500 brand ratings across 25 industries, based on a survey of more than 10,000 consumers in North America, Europe, Asia and the Middle East region.
Here are the index’s top ten – and, in essence, the simplest – brands in the Middle East region:
6. Al Baik
7. Emirates Airline
10. Pizza Hut