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Technology companies grab top 3 in most influential brands

- February 1st, 2013

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When you think of brands that influence you, what kind are they and which ones first come to mind? According to a recent study of most influential brands, the top three, ranked highest by Canadians are tech-related. In fact, technology brands grab five of the top ten spots.

As for specific brands, right off the bat, Apple might just come to mind. It does for me. It’s up there, but the results of the second annual Most Influential Brands Study by The ICA (Institute of Communications Agency) in collaboration with Ipsos Reid unveiled at the ICA’s fifth annual FFWD Advertising and Marketing Week, ranked Google as the most influential brand in Canada.

Google was also cited as being a trustworthy brand with a strong future and a high level of engagement. Right behind Google is Microsoft, who was bumped down a notch, having taken last year’s top spot. In third spot was Apple, up one spot from last year, followed by Facebook. In 5th, the same position as last year, was Walmart, of course not a technology company. Visa, YouTube, Tim Hortons then followed it – we knew that Timmies had to be in there somewhere. Finally, rounding off the top ten was Airmiles and CBC. Another technology company of note, while not making the top 10 was Samsung. They ranked #18, a significant jump from last year’s #47.

Influential brands carry a number of similar attributes. They must be perceived to be trustworthy, engaging, leading edge, must possess great presence and demonstrate good corporate citizenship, according to the report. The top ten received top marks in all these categories.

If you wondered what might be behind the magic of some these influencers, as part of the process, Ipsos Reid recorded 10 interviews with the top influencer’s senior marketing executives. They will be available for view, once they are posted on the FFWD Advertising and Marketing 2013 website at www.advertisingweek.ca.

 (The study was conducted between October 25th and November 6th, 2012. The online survey of 5,014 adult residents of Canada was conducted using the Ipsos iSay Panel.)

Do these results surprise you? What are your most influential brands?

Photo courtesy Ipsos Canada. 

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Greg Gazin is the Real Canadian Gadget Guy.

Follow me on Twitter @gadgetgreg or Empire Avenue (e)GADGET1.

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