The study , by ICA and Ipos, was conducted in 19 countries and evaluates 100+ brands that spend the most on advertising in Canada, and ranks their influence.
Most Influential Brands in Canada 2016
1. Google (-)
2. Facebook (+2)
3. Microsoft (-)
4. Apple (-2)
5. Amazon (+4)
6. YouTube (-1)
7. Walmart (-)
8. Visa (-2)
9. Tim Hortons (-1)
10. CBC (+1) back in the top 10
The Most Influential Brands study examines five key dimensions that drive the most influential brands in Canada: being leading edge, trustworthiness, presence, corporate citizenship and engagement.
Although the Top 10 brands have remained relatively stable over the past six years, technology-focused companies are rising to the top as social media drives brand influence, underscoring that influence takes time to build. The rankings continue to be a combination of digital service/social media, technology, retail and credit card brands. The one factor that many of these have in common is the frequency with which they are used, which results in them being firmly entrenched in day to day life. The most influential brands are important and relevant; consumers identify with and have an emotional reaction to these brands and couldn’t imagine living their life without them.
Google – the world’s most popular Internet search site — ranks No. 1 for the fifth consecutive year, in part by beefing up its hardware division and using its household name to branch out into new products.
Facebook climbed the ranks to No. 2, catering to customer preferences by expanding its offerings and researching emerging technologies.
Microsoft, a powerhouse brand for years, is growing in Canada while taking on social networking, and retains its No. 3 position.
While pushing tech boundaries and exploring new horizons, Apple drops to No. 4.
Amazon, a new addition to the Top Ten last year, continues to grow its influence and is now among the Top Five. Its influence is being driven by its leading edge and engaging nature.
As it rides the mobile tsunami, YouTube drops one spot to No. 6.
Walmart remains a consistent Top Ten Brand remaining in spot No. 7.
Visa, dropped from No. 6 to No. 8.
Canadians continue to adore Tim Hortons, a consistent Top Ten performer at No. 9.
CBC enjoys a return to the Top Ten at No. 10, after several years of hiatus.
A number of differences were found to exist by generation; it is useful to understand how brands impact generations so marketers can deliver products and services that cater to generational tastes. Despite varying attitudes and inclination, Google still tops influence for Millennials, Generation X and Boomers and is second with Generation Z.
While the newest category of Generation Z comes of age in a time of political and economic turbulence, YouTube is their brand of choice followed by tech’s big names, plus Netflix, Twitter, Instagram and Snapchat.
Similarly, the digital age defines Millennials who love brands like Google, Facebook, Netflix, YouTube, Instagram, Amazon and Android.
Gen X are comfortable melding offline and online worlds, as fans of tech pioneers (Apple and Microsoft), are value-conscious (Walmart and President’s Choice) and convenience shoppers (Amazon and credit cards).
Boomers gravitate to technologies and brands they grew up with and while they have adopted search technology such as Google, also prefer traditional sources such as CBC and The Weather Network and are loyal to stalwart brands, being influenced by Visa, Walmart and Canadian Tire.