Google, for the fourth year, has once again claimed the title of ‘Canada’s Most Influential Brand.’
The results are from an FFWD Advertising & Marketing Week and an Ipsos Reid survey of 6,006 Canadians conducted in December 2015 and based on five core categories: leading edge, trustworthiness, presence, corporate citizenship and engagement.
There are no specific details as to what separated Google from Apple, who climbed two spots over 2015 to capture 2nd position. The survey, however, notes that the top 10 brands continue to have significant digital/social media, technology, retail and credit card presences.
Rounding out the top ten brands in Canada include Microsoft, Facebook, YouTube, Visa, Walmart, Tim Hortons, Amazon and Samsung.
From a telecom perspective, Canada’s big three wireless carriers – Rogers, Telus and Bell – all made the list. Bell was listed in 35th spot, Rogers 39th, followed by Telus in 56th spot. In addition, BlackBerry, LG, Instagram, Pinterest, Airbnb, Spotify, Twitter, Uber, Netflix, and Google-owned YouTube and Android, were also part of this year’s rankings. Another interesting inclusion is Shomi, which is a joint Canadian streaming service venture between Rogers and Shaw, but missing is Bell’s streaming service CraveTV.
“Brands are more than just corporate logos,” says Steve Levy, COO of Ipsos, in a statement to MobileSyrup. “They have meaning, personality, even attitude. When it comes to asking which brand is the most trustworthy, has the most presence or is most engaging, the answer can be a personal one. This is because we increasingly identify with, relate to and define ourselves by them, which gives brands something we can measure: influence.”