Study: Most influential brands in Canada
The Association of Canadian Advertisers, the Institute of Communication Agencies and Ipsos have released their seventh annual Top 10 Most Influential Brands in Canada study. According to the report, Google remains the most influential brand in the country for the sixth year, while Facebook remains in the second spot. Apple and Amazon both moved up one spot to third and fourth respectively, while Microsoft dropped by two spots to fifth. Unchanged in position, YouTube, Walmart and Visa continue the top ten, followed by new arrivals Netflix and Samsung.
The study rates the influence of brands based on five criterea: trustworthiness, presence, the perception of being "leading edge," corporate citizenship and engagement.
"The influence that brands can have is a constantly evolving narrative," said Scott Knox, president and CEO of the ICA. "The need to be genuine and true is more important than ever. In essence, brand trust must be the driving factor in messaging and activation for all businesses."