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
Netflix
5
Internet retail
Rank Change: | +5 |
Industry: | Internet retail |
2
Willys
1
Retail / Grocery
Rank Change: | +1 |
Industry: | Retail / Grocery |
3
Max Burgers
1
Restaurants
Rank Change: | +1 |
Industry: | Restaurants |
4
McDonald’s
26
Restaurants
Rank Change: | +26 |
Industry: | Restaurants |
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5
Clas Ohlson
1
Retail/General (mega/department store)
Rank Change: | -1 |
Industry: | Retail/General (mega/department store) |
6
4
Internet search
Rank Change: | -4 |
Industry: | Internet search |
Also view in:
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7
Spotify
20
Internet retail
Rank Change: | +20 |
Industry: | Internet retail |
8
Samsung
23
Electronics
Rank Change: | +23 |
Industry: | Electronics |
9
Volvo
27
Automotive
Rank Change: | +27 |
Industry: | Automotive |
10
YouTube
38
Social media
Rank Change: | +38 |
Industry: | Social media |
11
Klarna
Internet retail
Rank Change: | N/A |
Industry: | Internet retail |
13
nelly.com
7
Internet retail
Rank Change: | +7 |
Industry: | Internet retail |
14
Apoteket
8
Retail / Health and beauty; drugstore
Rank Change: | +8 |
Industry: | Retail / Health and beauty; drugstore |
15
Apotek Hjärtat
1
Retail / Health and beauty; drugstore
Rank Change: | -1 |
Industry: | Retail / Health and beauty; drugstore |
16
Ica Gruppen
3
Retail / Grocery
Rank Change: | +3 |
Industry: | Retail / Grocery |
18
Blocket.Se
13
Internet retail
Rank Change: | -13 |
Industry: | Internet retail |
19
Toyota
36
Automotive
Rank Change: | +36 |
Industry: | Automotive |
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20
Nike
57
Fitness
Rank Change: | +57 |
Industry: | Fitness |
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21
Coop
5
Retail / Grocery
Rank Change: | +5 |
Industry: | Retail / Grocery |
22
Comviq
22
Telecommunications / Cell phone service providers
Rank Change: | +22 |
Industry: | Telecommunications / Cell phone service providers |
24
Pizza Hut
17
Restaurants
Rank Change: | +17 |
Industry: | Restaurants |
25
Apollo
44
Travel / Booking
Rank Change: | +44 |
Industry: | Travel / Booking |
26
Snapchat
Social media
Rank Change: | N/A |
Industry: | Social media |
27
Starbucks
30
Restaurants
Rank Change: | +30 |
Industry: | Restaurants |
28
IKEA
27
Retail/General (mega/department store)
Rank Change: | -27 |
Industry: | Retail/General (mega/department store) |
29
TikTok
Social media
Rank Change: | N/A |
Industry: | Social media |
30
Tradera
7
Internet retail
Rank Change: | -7 |
Industry: | Internet retail |
31
Åhléns
23
Retail/General (mega/department store)
Rank Change: | +23 |
Industry: | Retail/General (mega/department store) |
33
Gina Tricot
13
Retail / Fashion; clothes
Rank Change: | +13 |
Industry: | Retail / Fashion; clothes |
34
Expressen
24
Media (newspapers, TV, online, mobile)
Rank Change: | +24 |
Industry: | Media (newspapers, TV, online, mobile) |
35
Synoptik
7
Retail / Health and beauty; drugstore
Rank Change: | -7 |
Industry: | Retail / Health and beauty; drugstore |
36
Nordic Choice Hotels
32
Travel / Hotels
Rank Change: | +32 |
Industry: | Travel / Hotels |
37
Kronans Apotek
19
Retail / Health and beauty; drugstore
Rank Change: | -19 |
Industry: | Retail / Health and beauty; drugstore |
39
Electrolux
10
Appliances
Rank Change: | +10 |
Industry: | Appliances |
40
Hemköp
32
Retail / Grocery
Rank Change: | -32 |
Industry: | Retail / Grocery |
41
Göteborgs-Posten
22
Media (newspapers, TV, online, mobile)
Rank Change: | +22 |
Industry: | Media (newspapers, TV, online, mobile) |
42
Aftonbladet
36
Media (newspapers, TV, online, mobile)
Rank Change: | +36 |
Industry: | Media (newspapers, TV, online, mobile) |
43
H&M
9
Retail / Fashion; clothes
Rank Change: | -9 |
Industry: | Retail / Fashion; clothes |
44
AvanzaBank
5
Banks / Retail
Rank Change: | -5 |
Industry: | Banks / Retail |
45
Radisson
25
Travel / Hotels
Rank Change: | +25 |
Industry: | Travel / Hotels |
46
Apple
3
Electronics
Rank Change: | -3 |
Industry: | Electronics |
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47
Adlibris
37
Internet retail
Rank Change: | -37 |
Industry: | Internet retail |
48
Adidas
8
Fitness
Rank Change: | +8 |
Industry: | Fitness |
Also view in:
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49
Viaplay
25
Media (newspapers, TV, online, mobile)
Rank Change: | -25 |
Industry: | Media (newspapers, TV, online, mobile) |
50
OKQ8
11
Travel / Air
Rank Change: | +11 |
Industry: | Travel / Air |
53
Tele2
18
Telecommunications / Cell phone service providers
Rank Change: | -18 |
Industry: | Telecommunications / Cell phone service providers |
54
Fazer
11
Retail / Grocery
Rank Change: | +11 |
Industry: | Retail / Grocery |
55
Dagens Nyheter
5
Media (newspapers, TV, online, mobile)
Rank Change: | +5 |
Industry: | Media (newspapers, TV, online, mobile) |
56
Bredbandsbolaget
50
Telecommunications / Cable providers
Rank Change: | +50 |
Industry: | Telecommunications / Cable providers |
57
Svenska Handelsbanken
25
Banks / Retail
Rank Change: | -25 |
Industry: | Banks / Retail |
58
Ikano Bank
17
Banks / Retail
Rank Change: | +17 |
Industry: | Banks / Retail |
59
Scandic Hotels
24
Travel / Hotels
Rank Change: | +24 |
Industry: | Travel / Hotels |
60
Life
7
Retail / Health and beauty; drugstore
Rank Change: | -7 |
Industry: | Retail / Health and beauty; drugstore |
61
KappAhl
16
Retail / Fashion; clothes
Rank Change: | -16 |
Industry: | Retail / Fashion; clothes |
62
SAS
18
Travel / Air
Rank Change: | +18 |
Industry: | Travel / Air |
63
Puma
23
Fitness
Rank Change: | +23 |
Industry: | Fitness |
64
ViaSat
52
Media (newspapers, TV, online, mobile)
Rank Change: | +52 |
Industry: | Media (newspapers, TV, online, mobile) |
65
Ticnet
18
Travel / Booking
Rank Change: | -18 |
Industry: | Travel / Booking |
66
cdon
1
Internet retail
Rank Change: | +1 |
Industry: | Internet retail |
67
First Hotels
15
Travel / Hotels
Rank Change: | -15 |
Industry: | Travel / Hotels |
68
Sony
47
Electronics
Rank Change: | -47 |
Industry: | Electronics |
69
Comfort Hotels
27
Travel / Hotels
Rank Change: | -27 |
Industry: | Travel / Hotels |
70
Lindex
4
Retail / Fashion; clothes
Rank Change: | -4 |
Industry: | Retail / Fashion; clothes |
71
Swedbank
5
Banks / Retail
Rank Change: | +5 |
Industry: | Banks / Retail |
72
Fritidsresor
57
Travel / Booking
Rank Change: | -57 |
Industry: | Travel / Booking |
73
Husqvarna
2
Appliances
Rank Change: | -2 |
Industry: | Appliances |
75
Stor och Liten
50
Retail/General (mega/department store)
Rank Change: | -50 |
Industry: | Retail/General (mega/department store) |
76
Audi
24
Automotive
Rank Change: | +24 |
Industry: | Automotive |
77
Social media
Rank Change: | N/A |
Industry: | Social media |
78
34
Social media
Rank Change: | +34 |
Industry: | Social media |
Also view in:
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79
DesignTorget
63
Retail/General (mega/department store)
Rank Change: | -63 |
Industry: | Retail/General (mega/department store) |
80
Reebok
17
Fitness
Rank Change: | +17 |
Industry: | Fitness |
81
BMW
19
Automotive
Rank Change: | -19 |
Industry: | Automotive |
82
Netto
69
Retail / Grocery
Rank Change: | -69 |
Industry: | Retail / Grocery |
83
AGRIA Insurance
1
General insurance
Rank Change: | -1 |
Industry: | General insurance |
84
Folksam
4
General insurance
Rank Change: | +4 |
Industry: | General insurance |
85
Db Schenker
14
Shipping / Mail
Rank Change: | +14 |
Industry: | Shipping / Mail |
86
ST1.se
75
Utilities
Rank Change: | -75 |
Industry: | Utilities |
87
Telenor Sverige
18
Telecommunications / Cell phone service providers
Rank Change: | +18 |
Industry: | Telecommunications / Cell phone service providers |
88
SJ
36
Travel / Train
Rank Change: | +36 |
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.
89
DHL
20
Shipping / Mail
Rank Change: | +20 |
Industry: | Shipping / Mail |
90
Canal Digital
2
Telecommunications / Cable providers
Rank Change: | +2 |
Industry: | Telecommunications / Cable providers |
91
Com Hem
17
Telecommunications / Cable providers
Rank Change: | -17 |
Industry: | Telecommunications / Cable providers |
92
Länsförsäkringar
59
General insurance
Rank Change: | -59 |
Industry: | General insurance |
93
Stena Line
9
Travel / Air
Rank Change: | -9 |
Industry: | Travel / Air |
94
Posten Norge (Postnord)
35
Shipping / Mail
Rank Change: | +35 |
Industry: | Shipping / Mail |
95
Cylinda
4
Appliances
Rank Change: | -4 |
Industry: | Appliances |
96
Bring
30
Shipping / Mail
Rank Change: | +30 |
Industry: | Shipping / Mail |
97
Volkswagen
10
Automotive
Rank Change: | -10 |
Industry: | Automotive |
98
&Otherstories
2
Retail / Fashion; clothes
Rank Change: | -2 |
Industry: | Retail / Fashion; clothes |
99
SEB
27
Banks / Retail
Rank Change: | -27 |
Industry: | Banks / Retail |
100
Ving
63
Travel / Booking
Rank Change: | -63 |
Industry: | Travel / Booking |
101
Dell
8
Electronics
Rank Change: | -8 |
Industry: | Electronics |
103
11
Social media
Rank Change: | +11 |
Industry: | Social media |
Also view in:
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104
Ericsson
10
Telecommunications / Cell phone service providers
Rank Change: | -10 |
Industry: | Telecommunications / Cell phone service providers |
105
Lloyds Apotek
26
Retail / Health and beauty; drugstore
Rank Change: | -26 |
Industry: | Retail / Health and beauty; drugstore |
106
Saab
19
Automotive
Rank Change: | +19 |
Industry: | Automotive |
109
Hertz
11
Travel / Car rental
Rank Change: | +11 |
Industry: | Travel / Car rental |
110
TeliaSonera
3
Telecommunications / Cell phone service providers
Rank Change: | +3 |
Industry: | Telecommunications / Cell phone service providers |
112
Statoil
61
Utilities
Rank Change: | -61 |
Industry: | Utilities |
113
MQ
75
Retail / Fashion; clothes
Rank Change: | -75 |
Industry: | Retail / Fashion; clothes |
114
Skandia
3
General insurance
Rank Change: | -3 |
Industry: | General insurance |
116
Skype
31
Telecommunications / Cell phone service providers
Rank Change: | -31 |
Industry: | Telecommunications / Cell phone service providers |
117
E.ON Sverige
2
Utilities
Rank Change: | +2 |
Industry: | Utilities |
118
Bonnier
Media (newspapers, TV, online, mobile)
Rank Change: | N/C |
Industry: | Media (newspapers, TV, online, mobile) |
119
Novotel
2
Travel / Hotels
Rank Change: | -2 |
Industry: | Travel / Hotels |
120
Airbnb
Travel / Hotels
Rank Change: | N/A |
Industry: | Travel / Hotels |
121
Nordea Bank
11
Banks / Retail
Rank Change: | -11 |
Industry: | Banks / Retail |
122
AFA Sjuk
5
General insurance
Rank Change: | +5 |
Industry: | General insurance |
123
Fortum
8
Utilities
Rank Change: | -8 |
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.”
124
Danske Bank
43
Banks / Retail
Rank Change: | -43 |
Industry: | Banks / Retail |
125
2
Social media
Rank Change: | -2 |
Industry: | Social media |
Also view in:
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126
Hilton
37
Travel / Hotels
Rank Change: | -37 |
Industry: | Travel / Hotels |
127
Budget
20
Travel / Car rental
Rank Change: | -20 |
Industry: | Travel / Car rental |
128
Trygg-Hansa
6
General insurance
Rank Change: | -6 |
Industry: | General insurance |
130
MTG.com
35
Media (newspapers, TV, online, mobile)
Rank Change: | -35 |
Industry: | Media (newspapers, TV, online, mobile) |
131
Strömma
33
Travel / Air
Rank Change: | -33 |
Industry: | Travel / Air |
132
Avis
24
Travel / Car rental
Rank Change: | -24 |
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.
133
12
Social media
Rank Change: | -12 |
Industry: | Social media |
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