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 |
Also view in:
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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:
China Germany Global India Saudi Arabia United Arab Emirates United Kingdom United States
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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