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Study: Most influential brands in Canada

The Institute of Communication Agencies, in association with Ipsos Canada, has released its annual list of the 10 most influential brands in Canada. The study evaluates the 100 brands that spend the most on advertising in Canada and ranks their influence according to five criteria: trustworthiness, presence, corporate citizenship, engagement and perception of being on the leading edge. Similar data has been compiled for 20 other countries.

Google remains the most influential brand for the fourth year in a row, according to the survey. This was followed by Apple, which moved up two spots from last year, Microsoft and Facebook, both of which moved down one spot. The list also includes YouTube, Visa, Walmart, Tim Hortons, Amazon and Samsung. Only Amazon is a new addition to the list.

"Brands are more than just corporate logos," said Steve Levy, chief operating officer at Ipsos. "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."

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