The power of influence... don’t underestimate it

 

The Ipsos Most Influential Brands study seeks to measure the ‘influence’ of brands based on the ‘influence’ factor and the five complementary factors we have identified that build influence: Leading Edge, Engagement, Trustworthy, Citizenship and Presence. It measures 100 brands in Australia and ranks each based on their level of influence.

2017's top 10 most influential brands

What is a brand?

It’s a name. A symbol. A concept. An experience. A way of life. And much, much more.

The Ipsos Most Influential Brands study seeks to measure the ‘influence’ of brands based on the ‘influence’ factor and the five complementary factors we have identified that build influence: Leading Edge, Engagement, Trustworthy, Citizenship and Presence. It measures 100 brands in Australia and ranks each based on their level of influence.

Defining influence

But what is influence? And how do we define and measure it?

Being influential means having an effect on people’s lives. The most influential brands are part of our daily lives, our routine and ultimately, they help make life better, more interesting, and more meaningful. Achieving that is no easy task.

Driving influence

In studying influence, we’ve learned quite a few things.

The most obvious lesson is that influence is a difficult thing to achieve. People turn to and use many, many brands in their lives – sometimes not terribly aware or knowledgeable about those brands. But then there are those that stand out as those that have impacted the way we live, have encouraged us to make better and smarter choices. Influential brands are those that we can identify with, brands that have relevancy and have become a part of everyday language.

Dimensions of Influence

In studying influence, we’ve learned quite a few things.

From our study, besides the ‘influence’ factor, we have identified five complementary factors that impact influence.

Leading Edge

Engagement

Presence

Citizenship

Trustworthy

Leading Edge

engagement

trustworthy

presence

citizenship

All about innovation and differentiation, brands that score high on leading edge are ahead of the curve and set an example for others to follow. And people love them for that. At least until the next big trend or innovation comes along.

Engagement reflects relevance in consumers’ lives. Engaging brands have strong personality attributes that consumers can identify with. Influential brands are liked and talked about and consumers choose to engage with them.

The cornerstone of any relationship: trust. Universally, influential brands are trustworthy brands. Brands scoring high on trust are those that are seen as reliable, consistent, here to stay and continuing to improve. They are brands which understand consumer needs and subsequently, consumers have confidence in them. And when they truly trust a brand, they’ll listen to what you have to say and engage with you.

To be influential, you have to be seen, heard and known. That means getting in people’s faces or recruiting an army of advocates to do the job for you. You have to be seen to be believed.

People expect influential brands to deliver more than just a product or a service. They have to be part of something bigger. That means playing their part in society, caring for people and the planet, and instilling, expressing and inspiring a high set of standards and values. People want to see themselves in the brands they choose.

About the study

This study is based on an online survey of 2,000 Australian adults. The same survey was conducted in 18 other countries with 40,000+ respondents.

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© Ipsos 2017.

leading edge