The Globe and Mail
featured an article (Jan. 31, 2014) containing results of an annual list of
influential brands as released by Ipsos Reid.
Roughly 5,000 Canadians are surveyed and asked branding
questions about a brand’s trustworthiness and innovation, and whether it plays
a central role in those consumers’ lives (presence; corporate citizenship; and
engagement).
Included in the Top 10 Most Influential Brands in Canada,
according to Ipsos Reid, were:
Google
Facebook
Microsoft
Apple
Visa
Tim Hortons
YouTube
President’s Choice
Walmart
MasterCard
President’s Choice and MasterCard were both new to the
top 10 this year. Other fast-growing
brands included Netflix, Hudson’s Bay Company, and McDonald’s Restaurants of
Canada.
Interesting differences were seen in how the genders,
generations and regions view brands. The
Millennial generations love YouTube, Pinterest and Netflix, while Gen Xers find
The Weather Network as more influential than their Boomer or Millennial counterparts. Among iconic Canadian brands, Tim Hortons is
very influential in Ontario, while the CBC ranks particularly high among men,
Boomers, and those from Quebec and the Maritimes.
In 2013, the Most Influential Brands study was also
conducted in 15 other countries to find the most influential brands in the
world, including the USA, Mexico, Brazil, Argentina, UK, France, Germany,
Italy, Sweden, Belgium, Netherlands, Australia, China, Taiwan and Singapore.
