Canada’s Most Influential Brands: Ipsos Reid

In Ipsos Reid’s annual “Most Influential Brands” survey, Google reigns again Tech giants continue to rule in the hearts and minds of Canadians, claiming the top four spots in Ipsos Reid’s latest ranking of the most influential brands in the country. Google placed #1 for the second year. The online survey, conducted in December 2013, […]

In Ipsos Reid’s annual “Most Influential Brands” survey, Google reigns again

Tech giants continue to rule in the hearts and minds of Canadians, claiming the top four spots in Ipsos Reid’s latest ranking of the most influential brands in the country. Google placed #1 for the second year.

The online survey, conducted in December 2013, gauged the sentiments of 5,000 respondents on the key characteristics driving real influence: presence, trustworthiness, “leading edge”-ness, engagement and corporate citizenship. “Actually, brand influence is very hard to come by for anybody,” Steve Levy, COO of Ipsos Reid told Marketing. “It really is a rare commodity.”

That may be why there was modest shuffling within the upper echelon—most of the top 10 players were in the top 10 last year. But there are a few brands on a steady rise, including Tim Hortons (now #6, up from #15 in 2011) and MasterCard (#10, up from #16 in 2011). Here’s a look at the top 10.

| 1 |
Google
Previous rank: 1
53% say it’s part of our everyday language

| 2 |
Facebook
Previous rank: 4
44% say it’s had an impact on the way they interact with people

| 3 |
Microsoft

Previous rank: 2
50% say it has a strong future

| 4 |
Apple
Previous rank: 3
41% say consumers want to hear from the brand

| 5 |
Visa
Previous rank: 6
55% say they see it everywhere

| 6 |
Tim Hortons
Previous rank: 8
24% say they identify with the brand

| 7 |
YouTube
Previous rank: 7
27% say it’s really important in the world today

| 8 |
President’s Choice
Previous rank: 14
27% say it has encouraged them to make smarter/better choices

| 9 |
Walmart
Previous rank: 5
41% say it understands consumers’ needs

| 10 |
MasterCard
Previous rank: 11
27% say it shapes consumer behaviour

Brands Articles

Mouse Marketing picks up Polysporin

Sampling program aims to increase brand awareness and reach

Shelagh Stoneham on her role at Shoppers Drug Mart

Six months in, the senior vice-president of marketing shares her goals for the brand

Managing Digital: McDonald’s Canada’s Hope Bagozzi

Speed and accuracy key to navigating through the digital revolution

H&R Block focuses on expertise in new campaign

The brand replaces its long-running "Tax Pain" platform with new creative

The Hot Plate rebrands as THP

Toronto shop looks to expand beyond its origins as a food-marketing agency

Tennis Canada serves up a new brand and national campaign

Multi-media campaign from Revolution urges Canadians to "Live the Moment"

Loblaw eyes Target locations as it more than doubles Q4 profit

Grocery and pharmacy chain earns $247 million for the 13-week period ending Jan. 3

New Smarties box encourages consumer to count calories

New packaging allows consumers to parcel out the candies into healthier portions