These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.
1
IKEA
Retail/General (mega/department store)
| Rank Change: | N/C |
| Industry: | Retail/General (mega/department store) |
2
Internet search
| Rank Change: | N/C |
| Industry: | Internet search |
Also view in:
China Germany Global India Japan Saudi Arabia United Arab Emirates United Kingdom United States
3
Willys
3
Retail / Grocery
| Rank Change: | +3 |
| Industry: | Retail / Grocery |
4
Max Burgers
3
Restaurants
| Rank Change: | +3 |
| Industry: | Restaurants |
5
Blocket.Se
1
Internet retail
| Rank Change: | -1 |
| Industry: | Internet retail |
7
Clas Ohlson
2
Retail/General (mega/department store)
| Rank Change: | -2 |
| Industry: | Retail/General (mega/department store) |
8
Hemköp
13
Retail / Grocery
| Rank Change: | +13 |
| Industry: | Retail / Grocery |
10
Adlibris
Internet retail
| Rank Change: | N/C |
| Industry: | Internet retail |
11
ST1.se
14
Utilities
| Rank Change: | +14 |
| Industry: | Utilities |
13
Netto
Retail / Grocery
| Rank Change: | N/C |
| Industry: | Retail / Grocery |
14
Apotek Hjärtat
34
Retail / Health and beauty; drugstore
| Rank Change: | +34 |
| Industry: | Retail / Health and beauty; drugstore |
15
Fritidsresor
1
Travel / Booking
| Rank Change: | +1 |
| Industry: | Travel / Booking |
16
DesignTorget
8
Retail/General (mega/department store)
| Rank Change: | +8 |
| Industry: | Retail/General (mega/department store) |
18
Kronans Apotek
17
Retail / Health and beauty; drugstore
| Rank Change: | +17 |
| Industry: | Retail / Health and beauty; drugstore |
19
Ica Gruppen
16
Retail / Grocery
| Rank Change: | -16 |
| Industry: | Retail / Grocery |
20
nelly.com
10
Internet retail
| Rank Change: | +10 |
| Industry: | Internet retail |
21
Sony
33
Electronics
| Rank Change: | +33 |
| Industry: | Electronics |
22
Apoteket
10
Retail / Health and beauty; drugstore
| Rank Change: | -10 |
| Industry: | Retail / Health and beauty; drugstore |
23
Tradera
3
Internet retail
| Rank Change: | -3 |
| Industry: | Internet retail |
24
Viaplay
20
Media (newspapers, TV, online, mobile)
| Rank Change: | +20 |
| Industry: | Media (newspapers, TV, online, mobile) |
25
Stor&Liten
48
Retail/General (mega/department store)
| Rank Change: | +48 |
| Industry: | Retail/General (mega/department store) |
26
Coop
11
Retail / Grocery
| Rank Change: | -11 |
| Industry: | Retail / Grocery |
28
Synoptik
15
Retail / Health and beauty; drugstore
| Rank Change: | +15 |
| Industry: | Retail / Health and beauty; drugstore |
31
Samsung
2
Electronics
| Rank Change: | +2 |
| Industry: | Electronics |
Also view in:
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32
Svenska Handelsbanken
57
Banks / Retail
| Rank Change: | +57 |
| Industry: | Banks / Retail |
33
Länsförsäkringar
34
General insurance
| Rank Change: | +34 |
| Industry: | General insurance |
34
H&M
17
Retail / Fashion; clothes
| Rank Change: | -17 |
| Industry: | Retail / Fashion; clothes |
35
Tele2
25
Telecommunications / Cell phone service providers
| Rank Change: | +25 |
| Industry: | Telecommunications / Cell phone service providers |
36
Volvo
Automotive
| Rank Change: | N/C |
| Industry: | Automotive |
37
Ving
16
Travel / Booking
| Rank Change: | +16 |
| Industry: | Travel / Booking |
38
MQ
27
Retail / Fashion; clothes
| Rank Change: | +27 |
| Industry: | Retail / Fashion; clothes |
39
AvanzaBank
35
Banks / Retail
| Rank Change: | +35 |
| Industry: | Banks / Retail |
41
Pizza Hut
7
Restaurants
| Rank Change: | -7 |
| Industry: | Restaurants |
42
Comfort Hotels
8
Travel / Hotels
| Rank Change: | +8 |
| Industry: | Travel / Hotels |
43
Apple
20
Electronics
| Rank Change: | +20 |
| Industry: | Electronics |
Also view in:
China Germany Global India Saudi Arabia United Arab Emirates United Kingdom United States
44
Comviq
3
Telecommunications / Cell phone service providers
| Rank Change: | +3 |
| Industry: | Telecommunications / Cell phone service providers |
45
KappAhl
17
Retail / Fashion; clothes
| Rank Change: | -17 |
| Industry: | Retail / Fashion; clothes |
46
Gina Tricot
8
Retail / Fashion; clothes
| Rank Change: | -8 |
| Industry: | Retail / Fashion; clothes |
47
Ticnet
5
Travel / Booking
| Rank Change: | +5 |
| Industry: | Travel / Booking |
48
YouTube
26
Social media
| Rank Change: | -26 |
| Industry: | Social media |
49
Electrolux
9
Appliances
| Rank Change: | +9 |
| Industry: | Appliances |
51
Statoil
11
Utilities
| Rank Change: | -11 |
| Industry: | Utilities |
52
First Hotels
46
Travel / Hotels
| Rank Change: | +46 |
| Industry: | Travel / Hotels |
53
Life
24
Retail / Health and beauty; drugstore
| Rank Change: | -24 |
| Industry: | Retail / Health and beauty; drugstore |
54
Åhléns
40
Retail/General (mega/department store)
| Rank Change: | -40 |
| Industry: | Retail/General (mega/department store) |
55
Toyota
42
Automotive
| Rank Change: | +42 |
| Industry: | Automotive |
Also view in:
China Germany Global India Japan Saudi Arabia United Arab Emirates United Kingdom United States
56
Adidas
29
Fitness
| Rank Change: | +29 |
| Industry: | Fitness |
Also view in:
China Germany Global India Saudi Arabia United Arab Emirates United Kingdom United States
57
Starbucks
27
Restaurants
| Rank Change: | +27 |
| Industry: | Restaurants |
58
Expressen
32
Media (newspapers, TV, online, mobile)
| Rank Change: | -32 |
| Industry: | Media (newspapers, TV, online, mobile) |
60
Dagens Nyheter
6
Media (newspapers, TV, online, mobile)
| Rank Change: | +6 |
| Industry: | Media (newspapers, TV, online, mobile) |
61
OKQ8
12
Travel / Air
| Rank Change: | -12 |
| Industry: | Travel / Air |
62
BMW
31
Automotive
| Rank Change: | +31 |
| Industry: | Automotive |
63
Goeteborgs-Posten
24
Media (newspapers, TV, online, mobile)
| Rank Change: | -24 |
| Industry: | Media (newspapers, TV, online, mobile) |
65
Fazer
19
Retail / Grocery
| Rank Change: | -19 |
| Industry: | Retail / Grocery |
66
Lindex
58
Retail / Fashion; clothes
| Rank Change: | -58 |
| Industry: | Retail / Fashion; clothes |
67
cdon
36
Internet retail
| Rank Change: | -36 |
| Industry: | Internet retail |
68
Nordic Choice Hotels
31
Travel / Hotels
| Rank Change: | -31 |
| Industry: | Travel / Hotels |
69
Apollo
27
Travel / Booking
| Rank Change: | -27 |
| Industry: | Travel / Booking |
70
Radisson
30
Travel / Hotels
| Rank Change: | +30 |
| Industry: | Travel / Hotels |
71
Husqvarna
12
Appliances
| Rank Change: | -12 |
| Industry: | Appliances |
72
SEB
16
Banks / Retail
| Rank Change: | -16 |
| Industry: | Banks / Retail |
74
Com Hem
25
Telecommunications / Cable providers
| Rank Change: | +25 |
| Industry: | Telecommunications / Cable providers |
75
Ikano Bank
11
Banks / Retail
| Rank Change: | +11 |
| Industry: | Banks / Retail |
76
Swedbank
40
Banks / Retail
| Rank Change: | +40 |
| Industry: | Banks / Retail |
77
Nike
2
Fitness
| Rank Change: | -2 |
| Industry: | Fitness |
Also view in:
China Germany Global India Saudi Arabia United Arab Emirates United Kingdom United States
78
Aftonbladet
60
Media (newspapers, TV, online, mobile)
| Rank Change: | -60 |
| Industry: | Media (newspapers, TV, online, mobile) |
79
Lloyds Apotek
15
Retail / Health and beauty; drugstore
| Rank Change: | -15 |
| Industry: | Retail / Health and beauty; drugstore |
80
SAS
2
Travel / Air
| Rank Change: | -2 |
| Industry: | Travel / Air |
81
Danske Bank
38
Banks / Retail
| Rank Change: | +38 |
| Industry: | Banks / Retail |
82
AGRIA Insurance
13
General insurance
| Rank Change: | +13 |
| Industry: | General insurance |
83
Scandic Hotels
42
Travel / Hotels
| Rank Change: | -42 |
| Industry: | Travel / Hotels |
84
Stena Line
1
Travel / Air
| Rank Change: | -1 |
| Industry: | Travel / Air |
85
Skype
30
Telecommunications / Cell phone service providers
| Rank Change: | -30 |
| Industry: | Telecommunications / Cell phone service providers |
86
Puma
17
Fitness
| Rank Change: | -17 |
| Industry: | Fitness |
87
Volkswagen
15
Automotive
| Rank Change: | -15 |
| Industry: | Automotive |
88
Folksam
16
General insurance
| Rank Change: | +16 |
| Industry: | General insurance |
89
Hilton
Travel / Hotels
| Rank Change: | N/A |
| Industry: | Travel / Hotels |
91
Cylinda
40
Appliances
| Rank Change: | -40 |
| Industry: | Appliances |
92
Canal Digital
9
Telecommunications / Cable providers
| Rank Change: | +9 |
| Industry: | Telecommunications / Cable providers |
93
Dell
1
Electronics
| Rank Change: | +1 |
| Industry: | Electronics |
94
Ericsson
19
Telecommunications / Cell phone service providers
| Rank Change: | +19 |
| Industry: | Telecommunications / Cell phone service providers |
95
MTG.com
23
Media (newspapers, TV, online, mobile)
| Rank Change: | +23 |
| Industry: | Media (newspapers, TV, online, mobile) |
96
&Otherstories
Retail / Fashion; clothes
| Rank Change: | N/A |
| Industry: | Retail / Fashion; clothes |
97
Reebok
10
Fitness
| Rank Change: | -10 |
| Industry: | Fitness |
98
Strömma
Travel / Air
| Rank Change: | N/A |
| Industry: | Travel / Air |
99
Db Schenker
8
Shipping / Mail
| Rank Change: | +8 |
| Industry: | Shipping / Mail |
100
Audi
43
Automotive
| Rank Change: | -43 |
| Industry: | Automotive |
105
Telenor Sverige
3
Telecommunications / Cell phone service providers
| Rank Change: | +3 |
| Industry: | Telecommunications / Cell phone service providers |
106
Bredbandsbolaget
14
Telecommunications / Cable providers
| Rank Change: | -14 |
| Industry: | Telecommunications / Cable providers |
107
Budget
39
Travel / Car rental
| Rank Change: | -39 |
| Industry: | Travel / Car rental |
108
Avis
Travel / Car rental
| Rank Change: | N/A |
| Industry: | Travel / Car rental |
The rental car company’s unclear agreements and lack of advertising contribute to its image as a complicated brand. Avis’ Budget brand is currently expanding globally, but unless it can also simplify, increasing its offerings may have no effect on its perception.
109
DHL
7
Shipping / Mail
| Rank Change: | -7 |
| Industry: | Shipping / Mail |
110
Nordea Bank
Banks / Retail
| Rank Change: | N/C |
| Industry: | Banks / Retail |
111
Skandia
4
General insurance
| Rank Change: | +4 |
| Industry: | General insurance |
112
35
Social media
| Rank Change: | -35 |
| Industry: | Social media |
113
TeliaSonera
22
Telecommunications / Cell phone service providers
| Rank Change: | -22 |
| Industry: | Telecommunications / Cell phone service providers |
114
38
Social media
| Rank Change: | -38 |
| Industry: | Social media |
115
Fortum
3
Utilities
| Rank Change: | -3 |
| Industry: | Utilities |
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.”
116
ViaSat
45
Media (newspapers, TV, online, mobile)
| Rank Change: | -45 |
| Industry: | Media (newspapers, TV, online, mobile) |
117
Novotel
Travel / Hotels
| Rank Change: | N/A |
| Industry: | Travel / Hotels |
118
Bonnier
48
Media (newspapers, TV, online, mobile)
| Rank Change: | -48 |
| Industry: | Media (newspapers, TV, online, mobile) |
119
E.ON Sverige
8
Utilities
| Rank Change: | -8 |
| Industry: | Utilities |
120
Hertz
14
Travel / Car rental
| Rank Change: | -14 |
| Industry: | Travel / Car rental |
121
Social media
| Rank Change: | N/C |
| Industry: | Social media |
122
Trygg-Hansa
13
General insurance
| Rank Change: | -13 |
| Industry: | General insurance |
123
35
Social media
| Rank Change: | -35 |
| Industry: | Social media |
Also view in:
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124
SJ
7
Travel / Train
| Rank Change: | -7 |
| Industry: | Travel / Train |
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.
125
Saab
43
Automotive
| Rank Change: | -43 |
| Industry: | Automotive |
126
Bring
23
Shipping / Mail
| Rank Change: | -23 |
| Industry: | Shipping / Mail |
127
AFA Sjuk
5
General insurance
| Rank Change: | -5 |
| Industry: | General insurance |
129
Posten Norge (Postnord)
48
Shipping / Mail
| Rank Change: | -48 |
| Industry: | Shipping / Mail |