On Jan. 27, Ipsos Reid will release its list of Canada’s Most Influential Brands at FFWD Advertising and Marketing Week. The report, originally developed in Canada, has become an international evaluation of brand influence that examines 1178 brands in more than a dozen other countries.
Steve Levy, COO of Ipsos Reid, told the Dx3 Digest that the report attempts to quantify a complex concept.
“Influence is complicated… it’s not a one-dimensional question,” he said. Respondents in the Most Influential Brands survey are asked whether brands match with 11 attributes of influence.
“The single biggest contributor to a brand being influential is trustworthiness,” Levy said, citing Microsoft and Google as prime examples. Trustworthiness comprises being dependable, recommendable, and constantly improving.
“If you’ve got the magic mix of being trustworthy, leading-edge and engaging, there’s your best chance of developing influence,” Levy said.
Over the past several years, international, consumer-oriented technology companies have dominated the influence list because of their perception of innovation and importance in the consumer’s daily activities.
“In some cases, the public sees them as brands that have forever changed the consumer landscape,” Levy said.
In last year’s edition of Canada’s Most Influential Brands list, two Canadian brands ranked among the top 10: President’s Choice (brand owned by Loblaws), and Tim Hortons (brand owned by Restaurant Brands International, Inc. following the 2014 merger with Burger King).
In most of the countries surveyed, international brands dominate. As in Canada, there are local brands in each country that appear in the top 10.
“There’s no end to great brands that exist in only one or two countries, outside this country,” Levy said, citing a variety of media, food, and retailers companies that are uncommon in Canada. “[Canadian companies] could learn from the UK, from Germany, from Brazil, from Italy.”
Ultimately, the lists are in Canada and abroad a collection of companies that shapes the lives of millions of people on a daily basis, Levy said.
“It’s not a series of numbers, it’s really a story that we’re trying to tell.”
Most Influential Brands in Canada – Released Jan. 2013:
President’s Choice *NEW in 2013*
MasterCard *NEW in 2013*