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Study: Zappos is "simplest" U.S. brand


New York –- Online footwear retailer Zappos is ranked the simplest brand in the U.S. And that’s a good thing.

According to the new Brand Simplicity Index ranking of U.S. brands from brand advisory firm Siegel & Gale, the top 10 list is dominated by retailers. The list includes at number two, Subway (#3), Pizza Hut (#4), Netflix (#5), Trader Joe’s (#6), Kroger (#7), McDonald’s (#8), Chipotle (#9) and Dunkin’ Donuts (#10).

As far as big-time brick and mortar retailers, Ikea came in first at #20 in the US, Target at #26, and Old Navy at #30.

According to the ranking, “simple” is good as it measures which brands are engaging best with consumers via their communications and the customer's experience.
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