Technology Brands Help Indian Consumers Simplify Their Lives
Google, Nokia and Samsung Ranked in the Top 10; General Insurance and Health Insurance Brands Rated Among the Lowest in Siegel+Gale’s Second Annual Global Brand Simplicity Index™
LONDON, DECEMBER 7, 2011 – Consumers in India are using technology to simplify their lives, turning to the Internet to find information. This is one of the findings from global strategic branding firm Siegel+Gale’s second annual Global Brand Simplicity Index™, which surveyed more than 6,000 consumers across seven countries to uncover perceived points of complexity and simplicity in people’s lives.
Internet search is ranked first among 25 Indian industries in providing the simplest and most effective user experience. Brands such as Google, which is ranked the simplest brand in India, are providing consumers with highly efficient and easy-to-use search capabilities. The telecommunications/cell phones industry finished second in the survey and continues to grow at a rapid pace. Sales of mobile devices, to cite just one example, jumped 19 percent in the first quarter of 2011.
Of the top 10 simplest brands in India, the first five are technology-related: Google, Nokia, Samsung, Yahoo! and Dell. Simplicity Index respondents praised the power of simplicity in technology, saving them time and money, making their lives more efficient and opening up access to a wider world.
Complexity continues to plague both the general and health insurance industries, which finished at 24th and 25th, respectively, on the industry list. The insurance industries’ complex processes and lack of clarity regarding coverage continue to frustrate consumers. Respondents voiced displeasure with insurers’ failures to offer clearly written policy documents and answer questions promptly and unambiguously. Joining Takio General Insurance at the bottom of the India Simplicity Index is retailer Viveks, IFFCO and car rental firm Hertz.
The study revealed that people continue to not only demand simpler communications and interactions, but are also willing to pay for them. In addition, 86.9 percent of customers said they are more likely to recommend brands that make their customer experiences simpler.
“Simplicity is a powerful tool that strengthens customer relationships and dramatically increases customer loyalty,” said Alan Siegel, founder and chairman of Siegel+Gale.
“As our survey demonstrates, consumers in countries across the globe—from India and China to the UK, United States and Germany—are constantly seeking greater simplicity in their lives. Brands that recognise the value of offering experiences that are clear, direct and easily transmitted will forge lasting relationships with their customers in today’s increasingly cluttered and complex world.”
Across all industries, Indian consumers are willing to pay between 5.9 and 8.3 percent more for brands they believe offer the greatest degree of simplicity. This represents a Simplicity Premium™, the added value people would place on having a more simplified experience with brands in various industries.
Siegel+Gale used the survey results to develop the 2011 Global Brand Simplicity Index™, which generates a Simplicity Score™, a rating of each brand and its category on the elements of the simplicity methodology. Siegel+Gale defines simplicity as ease of understanding, transparency, caring, innovation and usefulness of communications as well as how complex typical interactions are in relation to industry peers.
According to the 2011 Global Brand Simplicity Index™ the top 10 Indian brands are:
About the 2011 Global Brand Simplicity Index™
Siegel+Gale’s Global Brand Simplicity Index™ is an output of global brand ratings based on an online survey of more than 6,000 consumers in seven different countries. Each rating comprises the simplicity/complexity of a brand’s interactions and communications in relation to their industry peers. The index also incorporates an industry simplicity score for a particular brand’s industry/category(ies). The annual research study was first conducted in 2010.
Siegel+Gale’s Global Brand Simplicity Index™ aims to demonstrate the power of simplicity in forging meaningful relationships between brands and consumers. This correlation between simplicity and loyalty is demonstrated by noteworthy findings throughout each region surveyed.
Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, simplification, research and digital strategy.
Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for brands such as American Express, Bank of America, Dell, Delta Energy, Dow Chemical Company, The Four Seasons Hotels and Resorts, the Internal Revenue Service, The King Abdullah University of Science and Technology, Microsoft, Motorola, Panasonic, Pfizer, Qatar Telecom, Roche, SAP, Sony PlayStation, Yahoo! and the YMCA.
Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world as a member of the Omnicom Group of companies.