Ipsos has released the results of its study, The Most Influential Brands in Canada 2013. The data is from a December, 2013 survey of 5,008 adult residents of Canada. Tech companies, including social media, make up half of the brands that most influence Canadians overall. Canadian Millennials are the most influenced by the Internet, while men and women value tech & social fairly equally. Everyone agrees that Google has the most influence, according to these statistics.
Influence is measured by how much a brand impacts our daily lives. “It elicits strong emotional responses, inspires action, and creates something that people identify with,” Ipsos explains. “The most influential brands are important in our world because they know what is important to people and they make that connection.”
The influence drivers used to rank brands in this study included corporate citizenship, engagement, leading edge, presence, and how trustworthy the brand is perceived as.
The Top 10 Most Influential Brands in Canada
- Microsoft
- Apple
- Visa
- Tim Hortons
- YouTube
- President’s Choice
- Walmart
- MasterCard
Men Vs. Women
Men and women agree on some influencers, such as social media and Google. When it comes to retail, finance and media, however, the differences between the sexes become clear.
The Top 10 Most Influential Brands for Canadian Women
- Apple
- Microsoft
- Tim Hortons
- Visa
- YouTube
- President’s Choice
- Walmart
- The Weather Network
The Top 10 Most Influential Brands for Canadian Men
- Microsoft
- Visa
- Apple
- MasterCard
- CBC
- Canadian Tire
- President’s Choice
- YouTube
Generations
As you would expect, there are major differences between the generations regarding how each are influenced by brands in Canada.
Millennials 1982-1998
Born with a keyboard in their hand, Canadian millennials are hardcore techies and social media users by nature. They’re big on all things Internet and they love their coffee.
- YouTube
- Apple
- President’s Choice
- Microsoft
- Walmart
- Visa
- Tim Hortons
Generation X 1965-1981
Canada’s GenX citizens are at the age where they’ve established a family unit of their own. Their preferences are a mix of family-focused brands and their choices also reflect their comfort with technology.
- Microsoft
- Apple
- Tim Hortons
- Walmart
- Visa
- The Weather Network
- President’s Choice
- YouTube
Baby Boomers 1946-1964
Canadian Boomers have become tech savvy to a point and their list of the most influential brands reflects their progress.
- Microsoft
- CBC
- Apple
- Visa
- Canadian Tire
- President’s Choice
- MasterCard
- AirMiles
Rising Stars
The brands with the most significant jump in influential rank were McDonalds, Hudson’s Bay and Netflix.
These statistics provide insight into the preferences of several groups of Canadians that can be applied to any marketing strategy. Becoming a leading influential brand usually takes a considerably large marketing budget, but marketing is useless if you don’t know your target market inside and out. As Ipsos puts it, “Knowing your consumers is the key, because you can’t influence them if you don’t know who they are.” That knowledge can give a competitive edge to businesses of all sizes.
??? Which brands influence you most? Please share in the comments below.
Sources:
Ipsos Most Influential Brands in Canada 2013
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