Aldi named world's top brand for sixth year in a row

Aldi has been named the world's number one brand for giving customers a simple, clear and hassle-free shopping experience.

The discount retailer topped the annual Global Brand Simplicity Index from US-based brand consultancy Siegel & Gale for the sixth year in a row.

The index polled 12,000 people, and ranked 87 brands worldwide in order of the clarity and simplicity of their products and the way they communicate with shoppers.

Aldi and its fellow hard-discounter Lidl, which took third place in the list, were praised for expanding their range of products, and for their strongly-communicated 'money-saving' messages.

Howard Belk, of Siegel & Gale, said: '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.'

Earlier this year, Aldi's brand value surpassed that of Tesco for the first time, reflecting consumers’ growing preference for smaller, discount stores, according to WPP and Millward Brown's annual BrandZ report.

BrandZ calculated Aldi's brand value as £7.6 billion, compared to Tesco's £6.1bn.

The Global Brand Simplicity Index top 10

1. Aldi
2. Google
3. Lidl
4. Netflix
5. McDonald's
6. Burger King
7. Ikea
8. YouTube
9. eBay
10. KFC