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
5
Internet search
| Rank Change: | +5 |
| Industry: | Internet search |
2
Apotek Hjärtat
13
Retail / Health and beauty; drugstore
| Rank Change: | +13 |
| Industry: | Retail / Health and beauty; drugstore |
3
Willys
1
Retail / Grocery
| Rank Change: | -1 |
| Industry: | Retail / Grocery |
5
IKEA
23
Retail / General (mega / department store)
| Rank Change: | +23 |
| Industry: | Retail / General (mega / department store) |
6
Blocket.Se
12
Internet retail
| Rank Change: | +12 |
| Industry: | Internet retail |
7
Max Burgers
4
Restaurants
| Rank Change: | -4 |
| Industry: | Restaurants |
8
Apoteket
6
Retail / Health and beauty; drugstore
| Rank Change: | +6 |
| Industry: | Retail / Health and beauty; drugstore |
9
Coop
12
Retail / Grocery
| Rank Change: | +12 |
| Industry: | Retail / Grocery |
10
Comviq
12
Telecommunications / Cell phone service providers
| Rank Change: | +12 |
| Industry: | Telecommunications / Cell phone service providers |
11
Ica Gruppen
5
Retail / Grocery
| Rank Change: | +5 |
| Industry: | Retail / Grocery |
12
McDonald’s
8
Restaurants
| Rank Change: | -8 |
| Industry: | Restaurants |
Also view in:
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13
Hemköp
27
Retail / Grocery
| Rank Change: | +27 |
| Industry: | Retail / Grocery |
15
Clas Ohlson
10
Retail / General (mega / department store)
| Rank Change: | -10 |
| Industry: | Retail / General (mega / department store) |
17
Kronans Apotek
20
Retail / Health and beauty; drugstore
| Rank Change: | +20 |
| Industry: | Retail / Health and beauty; drugstore |
18
Nike
2
Fitness
| Rank Change: | +2 |
| Industry: | Fitness |
Also view in:
China Germany Global India Saudi Arabia United Arab Emirates United Kingdom United States
19
Fritidsresor
53
Travel / Booking
| Rank Change: | +53 |
| Industry: | Travel / Booking |
20
Åhléns
11
Retail / General (mega / department store)
| Rank Change: | +11 |
| Industry: | Retail / General (mega / department store) |
21
Netto
61
Retail / Grocery
| Rank Change: | +61 |
| Industry: | Retail / Grocery |
22
Netflix
21
Internet retail
| Rank Change: | -21 |
| Industry: | Internet retail |
23
Adlibris
24
Internet retail
| Rank Change: | +24 |
| Industry: | Internet retail |
24
Spotify
17
Media (newspapers, TV, online, mobile)
| Rank Change: | -17 |
| Industry: | Media (newspapers, TV, online, mobile) |
25
Aftonbladet
17
Media (newspapers, TV, online, mobile)
| Rank Change: | +17 |
| Industry: | Media (newspapers, TV, online, mobile) |
26
Samsung
18
Electronics
| Rank Change: | -18 |
| Industry: | Electronics |
27
H&M
16
Retail / Fashion; clothes
| Rank Change: | +16 |
| Industry: | Retail / Fashion; clothes |
28
KappAhl
33
Retail / Fashion; clothes
| Rank Change: | +33 |
| Industry: | Retail / Fashion; clothes |
29
nelly.com
16
Internet retail
| Rank Change: | -16 |
| Industry: | Internet retail |
30
Toyota
11
Automotive
| Rank Change: | -11 |
| Industry: | Automotive |
Also view in:
China Germany Global India Japan Saudi Arabia United Arab Emirates United Kingdom United States
31
Gina Tricot
2
Retail / Fashion; clothes
| Rank Change: | +2 |
| Industry: | Retail / Fashion; clothes |
32
Volvo
23
Automotive
| Rank Change: | -23 |
| Industry: | Automotive |
33
Klarna
22
Internet retail
| Rank Change: | -22 |
| Industry: | Internet retail |
34
Volkswagen
63
Automotive
| Rank Change: | +63 |
| Industry: | Automotive |
35
First Hotels
32
Travel / Hotels
| Rank Change: | +32 |
| Industry: | Travel / Hotels |
36
Stor och Liten
39
Retail / General (mega / department store)
| Rank Change: | +39 |
| Industry: | Retail / General (mega / department store) |
38
Pizza Hut
14
Restaurants
| Rank Change: | -14 |
| Industry: | Restaurants |
39
Goteborgs-Posten
2
Media (newspapers, TV, online, mobile)
| Rank Change: | +2 |
| Industry: | Media (newspapers, TV, online, mobile) |
40
Ving
60
Travel / Booking
| Rank Change: | +60 |
| Industry: | Travel / Booking |
42
Adidas
6
Fitness
| Rank Change: | +6 |
| Industry: | Fitness |
43
MQ
70
Retail / Fashion; clothes
| Rank Change: | +70 |
| Industry: | Retail / Fashion; clothes |
44
Statoil
68
Utilities
| Rank Change: | +68 |
| Industry: | Utilities |
45
cdon
21
Internet retail
| Rank Change: | +21 |
| Industry: | Internet retail |
46
Lindex
24
Retail / Fashion; clothes
| Rank Change: | +24 |
| Industry: | Retail / Fashion; clothes |
47
Reebok
33
Fitness
| Rank Change: | +33 |
| Industry: | Fitness |
48
Dagens Nyheter
7
Media (newspapers, TV, online, mobile)
| Rank Change: | +7 |
| Industry: | Media (newspapers, TV, online, mobile) |
50
Starbucks
23
Restaurants
| Rank Change: | -23 |
| Industry: | Restaurants |
51
Comfort Hotels
18
Travel / Hotels
| Rank Change: | +18 |
| Industry: | Travel / Hotels |
52
Viaplay
3
Media (newspapers, TV, online, mobile)
| Rank Change: | -3 |
| Industry: | Media (newspapers, TV, online, mobile) |
53
BMW
28
Automotive
| Rank Change: | +28 |
| Industry: | Automotive |
54
Apollo
29
Travel / Booking
| Rank Change: | -29 |
| Industry: | Travel / Booking |
55
Cylinda
40
Appliances
| Rank Change: | +40 |
| Industry: | Appliances |
56
Folksam
28
General insurance
| Rank Change: | +28 |
| Industry: | General insurance |
57
Scandic Hotels
2
Travel / Hotels
| Rank Change: | +2 |
| Industry: | Travel / Hotels |
58
Swedbank
13
Banks / Retail
| Rank Change: | +13 |
| Industry: | Banks / Retail |
59
Tradera
29
Internet retail
| Rank Change: | -29 |
| Industry: | Internet retail |
60
DHL
29
Shipping / Mail
| Rank Change: | +29 |
| Industry: | Shipping / Mail |
62
Trygg-Hansa
66
General insurance
| Rank Change: | +66 |
| Industry: | General insurance |
63
Ikano Bank
5
Banks / Retail
| Rank Change: | -5 |
| Industry: | Banks / Retail |
64
YouTube
54
Social media
| Rank Change: | -54 |
| Industry: | Social media |
65
Fazer
11
Retail / Grocery
| Rank Change: | -11 |
| Industry: | Retail / Grocery |
66
Nordic Choice Hotels
30
Travel / Hotels
| Rank Change: | -30 |
| Industry: | Travel / Hotels |
67
Radisson
22
Travel / Hotels
| Rank Change: | -22 |
| Industry: | Travel / Hotels |
68
Life
8
Retail / Health and beauty; drugstore
| Rank Change: | -8 |
| Industry: | Retail / Health and beauty; drugstore |
69
Telenor Sverige
18
Telecommunications / Cell phone service providers
| Rank Change: | +18 |
| Industry: | Telecommunications / Cell phone service providers |
70
Ericsson
34
Telecommunications / Cell phone service providers
| Rank Change: | +34 |
| Industry: | Telecommunications / Cell phone service providers |
71
DesignTorget
8
Retail / General (mega / department store)
| Rank Change: | +8 |
| Industry: | Retail / General (mega / department store) |
72
Apple
26
Electronics
| Rank Change: | -26 |
| Industry: | Electronics |
Also view in:
China Germany Global India Saudi Arabia United Arab Emirates United Kingdom United States
73
Expressen
39
Media (newspapers, TV, online, mobile)
| Rank Change: | -39 |
| Industry: | Media (newspapers, TV, online, mobile) |
74
Synoptik
39
Retail / Health and beauty; drugstore
| Rank Change: | -39 |
| Industry: | Retail / Health and beauty; drugstore |
75
OKQ8
25
Travel / Air
| Rank Change: | -25 |
| Industry: | Travel / Air |
76
Sony
8
Electronics
| Rank Change: | -8 |
| Industry: | Electronics |
77
Bring
19
Shipping / Mail
| Rank Change: | +19 |
| Industry: | Shipping / Mail |
78
Social media
| Rank Change: | No Change |
| Industry: | Social media |
Also view in:
Germany Global India Japan Saudi Arabia United Arab Emirates United Kingdom United States
80
Dell
21
Electronics
| Rank Change: | +21 |
| Industry: | Electronics |
82
Electrolux
43
Appliances
| Rank Change: | -43 |
| Industry: | Appliances |
83
Snapchat
57
Social media
| Rank Change: | -57 |
| Industry: | Social media |
84
Lloyds Apotek
21
Retail / Health and beauty; drugstore
| Rank Change: | +21 |
| Industry: | Retail / Health and beauty; drugstore |
85
Canal Digital
5
Telecommunications / Cable providers
| Rank Change: | +5 |
| Industry: | Telecommunications / Cable providers |
86
AvanzaBank
42
Banks / Retail
| Rank Change: | -42 |
| Industry: | Banks / Retail |
87
Airbnb
33
Travel / Hotels
| Rank Change: | +33 |
| Industry: | Travel / Hotels |
90
Svenska Handelsbanken
33
Banks / Retail
| Rank Change: | -33 |
| Industry: | Banks / Retail |
91
Bredbandsbolaget
35
Telecommunications / Cable providers
| Rank Change: | -35 |
| Industry: | Telecommunications / Cable providers |
92
Tele2
39
Telecommunications / Cell phone service providers
| Rank Change: | -39 |
| Industry: | Telecommunications / Cell phone service providers |
93
TikTok
64
Social media
| Rank Change: | -64 |
| Industry: | Social media |
95
Hilton
31
Travel / Hotels
| Rank Change: | +31 |
| Industry: | Travel / Hotels |
96
19
Social media
| Rank Change: | -19 |
| Industry: | Social media |
97
Nordea Bank
24
Banks / Retail
| Rank Change: | +24 |
| Industry: | Banks / Retail |
98
Db Schenker
13
Shipping / Mail
| Rank Change: | -13 |
| Industry: | Shipping / Mail |
99
Danske Bank
25
Banks / Retail
| Rank Change: | +25 |
| Industry: | Banks / Retail |
100
AGRIA Insurance
17
General insurance
| Rank Change: | -17 |
| Industry: | General insurance |
101
Bonnier
17
Media (newspapers, TV, online, mobile)
| Rank Change: | +17 |
| Industry: | Media (newspapers, TV, online, mobile) |
102
Com Hem
11
Telecommunications / Cable providers
| Rank Change: | -11 |
| Industry: | Telecommunications / Cable providers |
103
Hertz
6
Travel / Car rental
| Rank Change: | +6 |
| Industry: | Travel / Car rental |
104
21
Social media
| Rank Change: | +21 |
| Industry: | Social media |
Also view in:
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105
SJ
17
Travel / Train
| Rank Change: | -17 |
| 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.
106
Stena Line
13
Travel / Air
| Rank Change: | -13 |
| Industry: | Travel / Air |
107
Strömma
24
Travel / Air
| Rank Change: | +24 |
| Industry: | Travel / Air |
108
Länsförsäkringar
16
General insurance
| Rank Change: | -16 |
| Industry: | General insurance |
110
Viasat
46
Media (newspapers, TV, online, mobile)
| Rank Change: | -46 |
| Industry: | Media (newspapers, TV, online, mobile) |
111
Ticnet
46
Travel / Booking
| Rank Change: | -46 |
| Industry: | Travel / Booking |
112
Husqvarna
39
Appliances
| Rank Change: | -39 |
| Industry: | Appliances |
113
ST1.se
27
Utilities
| Rank Change: | -27 |
| Industry: | Utilities |
114
Skandia
General insurance
| Rank Change: | No Change |
| Industry: | General insurance |
115
E.ON Sverige
2
Utilities
| Rank Change: | +2 |
| Industry: | Utilities |
116
&Otherstories
18
Retail / Fashion; clothes
| Rank Change: | -18 |
| Industry: | Retail / Fashion; clothes |
117
Skype
1
Telecommunications / Cell phone service providers
| Rank Change: | -1 |
| Industry: | Telecommunications / Cell phone service providers |
118
AFA Sjuk
4
General insurance
| Rank Change: | +4 |
| Industry: | General insurance |
119
Budget
8
Travel / Car rental
| Rank Change: | +8 |
| Industry: | Travel / Car rental |
120
Avis
12
Travel / Car rental
| Rank Change: | +12 |
| 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.
122
Essity
Retail / Health and beauty; drugstore
| Rank Change: | N/A |
| Industry: | Retail / Health and beauty; drugstore |
123
SEB
24
Banks / Retail
| Rank Change: | -24 |
| Industry: | Banks / Retail |
124
Audi
48
Automotive
| Rank Change: | -48 |
| Industry: | Automotive |
125
TeliaSonera
15
Telecommunications / Cell phone service providers
| Rank Change: | -15 |
| Industry: | Telecommunications / Cell phone service providers |
126
SAS
64
Travel / Air
| Rank Change: | -64 |
| Industry: | Travel / Air |
127
Fortum
4
Utilities
| Rank Change: | -4 |
| 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.”
130
Twitter (X)
27
Social media
| Rank Change: | -27 |
| Industry: | Social media |
Also view in:
Germany Global India Japan Saudi Arabia United Arab Emirates United Kingdom United States
131
Posten Norge (Postnord)
37
Shipping / Mail
| Rank Change: | -37 |
| Industry: | Shipping / Mail |
132
Saab
26
Automotive
| Rank Change: | -26 |
| Industry: | Automotive |
133
MTG.com
3
Media (newspapers, TV, online, mobile)
| Rank Change: | -3 |
| Industry: | Media (newspapers, TV, online, mobile) |
134
1
Social media
| Rank Change: | -1 |
| Industry: | Social media |
135
Novotel
16
Travel / Hotels
| Rank Change: | -16 |
| Industry: | Travel / Hotels |
