TORONTO – Google retained top spot for the fifth year in the Top 10 Most Influential Brands in Canada, followed by Facebook and Microsoft, according to a study presented this week by the Institute of Communication Agencies.
The 2016 Most Influential Brands study, led by Ipsos, was conducted in 19 countries and evaluates 100+ brands that spend the most on advertising in Canada plus ranks their influence. It says that the five key dimensions that drive the most influential brands in Canada are: being leading edge, trustworthiness, presence, corporate citizenship and engagement.
According to the study, the 10 most influential brands in Canada for 2016 are:
1. Google (-)
2. Facebook (+2)
3. Microsoft (-)
4. Apple (-2)
5. Amazon (+4)
6. YouTube (-1)
7. Walmart (-)
8. Visa (-2)
9. Tim Hortons (-1)
10. CBC (+1) back in the Top 10
Technology-focused companies are rising to the top as social media drives brand influence, underscoring that influence takes time to build, continues the study. The one factor that many of these brands have in common is the frequency with which they are used, which results in them being firmly entrenched in day to day life.
“Our study measures and ranks today’s most influential brands, why they are leading, which generations they influence most, how they impact us and what makes them influential,” said Ipsos COO Steve Levy, in the study’s news release. “Visionary brands are founded on a sense of purpose that establishes stronger emotional connections. New technologies have enabled ways to capture consumer feedback, and brands that use this data are more relevant than ever before – their influence cannot be overstated. Our study reveals insights that apply to any business, large or small.”
This year’s study polled a representative sample of over 6,030 Canadians between October and November 2016 and more than 40,000 citizens worldwide. Survey findings were analyzed geographically, by gender and across generations including Boomers, Gen X, Millennials, and, new this year, Gen Z.
More information on the study is available here.
