Canada’s Most Influential Brands

In a survey conducted by ICA Canada and Ipsos, Canadians selected Internet-related firms for 7 of the 10 most influential brands in the country. The survey looked at more than 100 companies with the largest ad budgets in Canada, and ranked them according to an influence index. It asked Canadians to rate brands on categories like trustworthiness, presence, corporate citizenship, engagement and “leading edge.”

Of the most influential brands in Canada, 7 of 10 were Internet related. Only one of the top ten was Canadian.

The survey found some notable demographic differences. Millennials scored tech brands highest: Netflix, PayPal and Instagram made their top 10 list. Gen-Xers are big fans of Walmart, while Baby Boomers consider Microsoft more influential than Apple. Baby Boomers also included two iconic Canadian brands among their top selections; yet, CBC and Canadian Tire did not make the overall top ten in the survey.

The top 10 brands in Canada for 2016 are:

  1. Google
  2. Apple
  3. Microsoft
  4. Facebook
  5. YouTube
  6. Visa
  7. Walmart
  8. Tim Hortons
  9. Amazon
  10. Samsung

This Ipsos poll surveyed 6,006 Canadians, and is considered accurate to within 1.5 percentage points, 19 times out of 20. The poll was published by Huffington Post.

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25 Most Influence Canadian Companies

In a related survey, Canadian Business (with Rogers) identified the 25 most influential brands in the country, ranked by “respect” of average Canadians. This is a list of the companies that best connect with their customers. The poll seeks opinions on five key aspects of a company’s reputation (the quality of its products and/or services; its customer service; its commitment to innovation; community involvement; and also, the person’s overall view of the brand).
The results of this Canadian-centric survey have a number of surprises in the top 25…

1 MEC (Mountain Equipment Co-op)
2 Cirque du Soleil
3 West Jet
4 Tim Hortons
5 Roots
6 Shoppers Drug Mart
7 Videotron
8 BRP (Bombardier)
9 Loblaws
10 Canada Goose
11 Gildan Activeware
12 Home Hardware
13 Canadian Tire
14 Lululemon Athletics
15 Saputo
16 Metro
17 TD Bank
18 Rona
19 McCains Food
20 Jean Coutu
21 Telus
22 Sun Life Financial
23 RBC
24 Molson Coors
25 IMAX

So, where is Rogers (ed. – this exercise must have been embarrassing for the company’s market research team)? Where’s the beloved CBC – or any other news media companies in this list? Is it any surprise Air Canada or more banks didn’t make the list? No gas companies? This list of most “respected” Canadian brands is insightful indeed. Read all the background and commentary in the Canadian Business article.

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Chris George, providing reliable PR counsel and effective advocacy. Need an experienced communicator or a go-to-scribe? Call 613-983-0801 @ CG&A COMMUNICATIONS.

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