From Siegel and Gale's Simplicity Index, an annual survey of international perceptions of the complexity or simplicity of global brands. The brands above are those with the highest simplicity indices in the UK...
...and below are the brands with the highest indices in the US
Well, at least some regional variation in our attachment to global brands.
Across the seven countries surveyed, retail, restaurant (or should we say fast food) and retail brands tended to have the highest simplicity indices; utilities, banks, insurance and credit card brands the lowest. What surprised me was that technology/electronics brands (but not telecoms) were only a little way behind retail and fast food in public perception.
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