Shoppers seek brand simplicity

02/17/2011 | MediaPost Communications

In a survey from branding consultant Siegel + Gale, consumers indicated that they would pay as much as 6% more for simplicity, a characteristic that includes transparency and ease of understanding. The company used survey answers to rank brands on simplicity, giving high marks to Subway, McDonald's, Dunkin' Donuts, Burger King, Wal-Mart Stores, Trader Joe's, Kroger and Starbucks.

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