DAILY NEWS Feb 4, 2013 7:34 AM - 0 comments

Digital Media Firms Top List of Most Influential Brands

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The “secret sauce” that feeds the power and influence of the country’s top companies is highlighted in a series of streaming videos and online interviews with senior marketing executives of the most influential brands in Canada.

Leading those brands are top Internet and digital media companies.

The Institute of Communication Agencies and research and analysis firm Ipsos Reid will post the videos as part of the release of the second annual Most Influential Brands Study, which unveiled and ranked the most influential brands in Canada at the ICA’s fifth annual FFWD Advertising and Marketing Week.

The videos will stream from the FFWD Advertising and Marketing 2013 website at www.advertisingweek.ca.

This year the expanded initiative also included, for the first time, The Most Influential Brand in the World. Based on the online survey, five times larger than last year with more than 5,000 Canadians, Google ranks as the most influential brand in Canada and additionally ranks as the most influential brand in the world.

In the Top Ten, Google is followed by Microsoft (down from the #1 spot last year), Apple (+1), Facebook (+3), Walmart (no change), Visa (+2), YouTube (+2), Tim Hortons (+7), AirMiles (+2) and CBC (- 4).

CBC was named one of the Most Influential Brands in Canada for the second year in a row; it’s the only Canadian endeavour in the Top ten.

“It's an honour to be recognized as one of the most influential brands of the year by IPSOS REID for the second consecutive year,” said Bridget Hoffer, Executive Director, Communications, Marketing & Brand, CBC. “Our brand is a reflection of Canadians and Canadian culture, and it’s clear that we continue to connect with Canadians across the country in new, meaningful and engaging ways.”

While they didn’t make it into the top ten, two brands garnered recognition as making the most gains in influence this year. Samsung jumped 29 spots from #47 to #18 and BMO jumped 50 spots from #94 to #44, both notable achievements.

The Most Influential Brand Study measures a brand’s trustworthiness, engagement, presence corporate citizenship and its leading edge attributes.

The second annual study was presented by Steve Levy, President, Ipsos Reid.

“For a brand to succeed, it has to reach its audience, connect with them, and get them to buy into the brand’s promise,” Levy said. “But for a brand to have real influence it needs to win on the crucial dimensions we identified -- trustworthiness, engagement, leading edge, presence, and corporate citizenship. Google is this year’s leading example -- not only in Canada but on the world stage.”

"Digital platforms and channels have not only fuelled consumer empowerment, but to a large degree democratized communications. The biggest spend does not equate to the biggest impact and influence," said Andrew Bruce, Chair, FFWD Advertising and Marketing Week 2013 and CEO, Publicis. "Understanding more intimately how future forward brands are creating influence will provide a sneak peak at today's power houses and tomorrow’s challengers."

The study was conducted between October 25th and November 6th, 2012. The online survey of 5,014 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 surveys is measured using a credibility interval. In this case, the survey is considered accurate to within +/- 1.6 percentage points had all Canadian adults been surveyed. The same survey was conducted in eight other markets with the following sample sizes: US (n=3,010), UK (n=1,004), Germany (n=1,011), Brazil (n= 1,001), Argentina (n= 1,000), Mexico (n= 1,010), and China (n=1,002), for a total global sample size of n=15,152. All sample surveys and polls may be subject to other sources of error, including, but not limited to, coverage error, and measurement error.

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