Online brands that offer less complex return policies, along with ways to easily identify the highest-quality items, earned high marks among consumers, according to new research from global strategic branding firm Siegel+Gale. Amazon, Zappos and iTunes are among the leaders in providing customers with simple interactions and experiences online, the survey found. Consumers benefit from easy price comparison, free shipping and a streamlined selection process funneled through customized communications. Of the top 10 simplest brands in the U.S., the first three are Internet companies. The 2011 U.S. Brand Simplicity Index top 10 brands include:
| Brand Simplicity Index | |||
| Score | Score | ||
| 1. Netflix | 910 | 6. UPS | 808 |
| 2. Google | 875 | 7. Subway | 804 |
| 3. Amazon | 849 | 8. McDonald’s | 788 |
| 4. Target | 817 | 9. Whole Foods Market | 787 |
| 5. Publix | 814 | 10. Pizza Hut | 772 |
