The Institute of Communication Agencies (ICA), which represents Canada’s advertising and communication agencies, and Ipsos Reid, a leading marketing research firm, have announced the result of this year’s Most Influential Brands study.
The study ranks the most influential brands in Canada, while it also ranks the most popular brands in the world. As per the findings of the study, Google has topped the list. The search engine has been used by countless users daily and has topped the list of the most influential brands in the world as well. Other brands present in the list include Microsoft, Apple, Facebook, Walmart, Visa, YouTube, Tim Hortons, AirMiles and CBC.
The surveys to determine results of the study were not only carried out in Canada. In fact, consumers from USA, Mexico, UK, Germany, Argentina, Brazil, China and France participated in the study. A number of factors were taken into consideration in reaching the conclusion of the study. According to Canada Newswire, Steve Levy, president of Ipsos Reid, explained the process:
“Brands have meaning, personality, and attitude. And because people so often identify with, relate to, and define themselves by them, brands have influence. For a brand to succeed, it has to reach its audience, connect with them, and get them to buy into the brand’s promise. But for a brand to have real influence it needs to win on the crucial dimensions we identified — trustworthiness, engagement, leading edge, presence, and corporate citizenship. Google is this year’s leading example — not only in Canada but on the world stage.”
The study was conducted a few months ago, and over 15,000 thousand people participated in the survey. Over 5,000 participants were from Canada.
Photo: AdvertisingWeek
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