Aldi trumps McDonald’s, KFC, Apple, and Ikea as the world’s simplest brand, according to an annual consumer study by Siegel+Gale.

German supermarket, Aldi, has knocked Google from the top position, with Amazon in second place.

Google is now the third simplest brand, followed by McDonald’s, KFC, Carrefour, and German fashion chain, C&A.

Samsung claimed the eighth place, while Ikea came in at nine and Pizza Hut rounded up the top 10.

Samsung was a notable new entrant on the list, while rival Apple fell 14 spots out of the top 10 to number 19.

The Brand Simplicity Index surveyed more than 10,000 consumers in seven countries and ranked more than 500 brands.

Siegel+Gale argues that simple marketing and design leads to greater consumer trust, loyalty, and engagement.

Seventy five per cent of consumers are more likely to recommend a brand they feel is simple, says the report.