The Global Brand Simplicity Index 2015 from global branding consultancy Siegel+Gale measures the simplicity of companies’ brands and experiences through an online survey of 12,000 consumers across eight countries.

The report found that 63% of consumers are willing to pay more for simpler experiences and 69% are more likely to recommend a brand because it’s simple. Data from the past six years of the survey shows a stock portfolio comprised of the publicly traded simplest brands in the Global Top 10 outperforms the major indexes by 213%.

Howard Belk, co-CEO and chief creative officer, Siegel+Gale said: “The Global Brand Simplicity Index has shown year after year that the benefits of simplicity remain constant. Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organisations.”

Some brand rankings have remained consistent throughout the past six years, but other brands have fluctuated. British Airways has risen 23 spots in the global index to reach no.45 while Ryanair remains in the bottom 10. Grazebox took the top spot in the UK disrupters list.

“This year’s Global Brand Simplicity Index highlights a trend to watch—emerging companies built upon simplicity are incorporating it into everything they say and do, and in the process winning customer minds, hearts, and all-important wallets,” said David Srere, co-CEO and chief strategy officer, at Siegel+Gale. “Their more established competitors should take notice.”

The 2015 Global Brand Simplicity Index™ Top 10 Global Brands

1. Aldi
2. Google
3. Lidl
4. Netflix ?1
5. McDonald’s ?1
6. Burger King ?8
7. IKEA ?1
8. YouTube ?11
9. eBay ?12
10. KFC ?3

The 2015 Global Brand Simplicity Index™ Top 10 UK Brands

1. Lidl
2. Google ?3
3. Aldi ?2
4. Premier Inn ?1
5. Asda ?4
6. Sainsbury’s ?1
7. McDonald’s ?3
8. Netflix
9. Tesco ?15
10. Amazon ?8