Traditional retailers, businesses joined by tech, digital companies as most influential brands
Four of the top five brands in Canada are digital or technology companies, according to a November survey of internet users by Ipsos Reid and the Institute of Communication Agencies. The study asked internet users to rate the influence of brands based on five dimensions: corporate citizenship, engagement, leading edge, presence and trustworthiness.
After coming in second last year, Google moved into the top spot, swapping places with Microsoft. Ipsos Reid also surveyed respondents in eight other markets worldwide, including the US, Germany, China and Brazil, using the same criteria. Once again, Google was named the most influential brand in the world.
Facebook jumped from seventh to fourth position in Canada. And YouTube moved from ninth place to seventh place. The ascent of so many digital properties is another indication that technology brands are overwhelmingly seen as the companies leading the broader marketplace.
And for all companies, digital integration is becoming a key part of ongoing development. While it is not primarily seen as a digital company, Visa—No. 6 among the top 10 in Canada—has made strides in the online and mobile channels. Had it not, its relevancy would be called into question.
AIR MILES, the Canada-based air mileage rewards program, restaurant chain Tim Hortons, and Canada’s online news service, Canadian Broadcasting Corp. (CBC), were the Canada-based companies among the top 10. CBC lost influence in the survey, dropping from sixth position to 10th.
Samsung and Bank of Montreal (BMO) made the biggest leaps this year, although they did not make the list of the top 10 most influential brands in Canada. Samsung went from No. 47 to No. 18, and BMO moved from No. 94 to No. 44.
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