Google grabs top spot for second year in a row
TORONTO, Jan. 28, 2014 /CNW/ - Ipsos Reid unveiled the Top 10 Most Influential Brands in Canada at FFWD: Advertising & Marketing Week in Toronto. With the
results based on its third-annual Most Influential Brands study, Steve Levy, Chief Operating Officer, Ipsos Reid, discussed the
dimensions and factors surrounding why brands are influential, and
explained how the following brands made it to the top 10 in 2013:
Most Influential Brands in Canada 2013
6. Tim Hortons
8. President's Choice *NEW in 2013*
10. MasterCard *NEW in 2013*
"To Canadians, brands are more than just corporate logos," said Levy.
"They have meaning, personality and even attitude. When it comes to
asking which brand is the most trustworthy, has the most presence or is
most engaging - the answer can be a very personal one for many of us.
This is because we increasingly identify with, relate to, and define
ourselves by them - which gives brands something we can measure: influence."
Levy also shared some of Canada's brands that are "on fire" - brands
that made the biggest gains in influence during 2013. They are:
McDonald's Restaurants of Canada
Hudson's Bay Company
The Most Influential Brand Study examined key dimensions that define and
determine the most influential brands in Canada, including: Leading
Edge; Trustworthiness; Presence; Corporate Citizenship; and Engagement.
Interesting differences were seen in how the genders, generations and
regions view brands. The Millennial generations love their new media
with YouTube, Pinterest and Netflix ranking quite high among this
group, while Gen Xers find The Weather Network as more influential than
their Boomer or Millennial counterparts. Among iconic Canadian brands,
Tim Hortons is very influential among Ontarians, while the CBC ranks
particularly high among Men, Boomers and those from Quebec and the
In 2013, the Most Influential Brands study was also conducted in 15
other countries around the world, including USA, Mexico, Brazil,
Argentina, UK, France, Germany, Italy Sweden, Belgium, Netherlands,
Australia, China, Taiwan and Singapore. Results from all countries are
combined to determine the Most Influential Brands in the World.
The Most Influential Brands study was conducted in December 2013. The online survey of 5,008 adult
residents of Canada was conducted using the Ipsos iSay Panel. The
results are based on a sample where weighting was employed to balance
demographics and ensure that the sample's composition reflects that of
the actual Canadian population according to Census data. The precision
of Ipsos online polls is measured using a credibility interval. In this
case, the results are considered accurate to within +/- 1.6 percentage
points, 19 times out of 20, of what the results would have been had the
entire population of adults in Canada been polled.
For more information, please visit www.advertisingweek.ca or http://ipsos.ca/go/influentialbrands/
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading
provider of marketing and public opinion research, and research partner
for loyalty, forecasting and modeling insights. Ipsos Reid's marketing
research and public affairs practices offer the premier suite of
research vehicles in Canada, all of which provide clients with
actionable and relevant information. To learn more, visit www.ipsos.ca.
About FFWD Advertising & Marketing Week
The Institute of Communication Agencies (ICA) spearheads FFWD
Advertising & Marketing Week along with its member agencies, other
related associations, the media and other companies involved with the
communications industry. This year's chair is Andrew Bruce of Publicis.
The Institute of Communication Agencies represents Canada's
communications and advertising agencies. We back the importance, value
and contribution that advertising makes to the business community. The
ICA is considered to be a great source of information, advice and
training for the communication and advertising industries.
SOURCE: Institute of Communication Agencies
For further information:
Media: for more information, please contact:
Weber Shandwick for FFWD
Weber Shandwick for FFWD