– Digital/IT, media and retail brands dominate the list –
– Three Australian-owned brands in the Top 10 –
Google is Australia’s most influential brand among consumers for the third consecutive year, according to the Ipsos Most Influential Brands 2016* study.
Technology/digital, media and retail brands dominated the top rankings of influential brands, with Microsoft coming in second place, followed by Facebook and Apple. The top Australian-owned most influential brand is Coles, which ranked 5th. New entrants to this year’s Top 10 are Telstra, Australia Post and Visa.
The Ipsos Most Influential Brands study seeks to measure the ‘influence’ of brands based on five factors identified by Ipsos that drive influence: Engagement, Trustworthy, Leading Edge, Citizenship and Presence. The study measured 100 brands in Australia and ranked each based on their level of influence.
The Top 10 Most Influential Brands are:
8. Australia Post
“When it comes to which brand is most trustworthy, or is the most innovative, or is most engaging, the answer can be a very personal one. We increasingly identify with, relate to and even define ourselves by them, which gives brands something we can measure – influence,” Ipsos Marketing Managing Director Gillian O’Sullivan said.
“In studying the concept of influence we’ve learned that it is difficult to achieve and the pathway to influence differs from brand to brand. This has indeed been one of the most interesting learnings from this study which can help marketers identify strategies to improve their brand’s influence.”
In 2016, we continue to see a strong list of local brands high in the rankings, brands such as Telstra, Coles, Australia Post and Bunnings.
“In a global market, locals continue to exert influence. Local brands can dominate in terms of strong corporate citizenship, service and grass roots support. This continues to be a key path to influence,” O’Sullivan said.
* Methodology: The Ipsos Most Influential Brands study was based on an online survey of 2,003 Australian adults using the Ipsos panel in November and December 2015. Statistical weighting was employed to balance demographics and ensure that the sample’s composition reflects that of the actual Australian population according to the Census data. The same survey was conducted in 20 other countries with a total of 33,000 respondents worldwide. Each respondent was randomly allocated 10 brands from a list of 100 to evaluate over a number of key metrics and statements.