TORONTO- Google is the most influential brand in Canada, according to a recent study by Ipsos Reid and the Institute of Communication Agencies (ICA).
Over 5,000 Canadians took part in an online survey for the second annual Most Influential Brands Study.
"Brands have meaning, personality, and attitude. And because people so often identify with, relate to, and define themselves by them, brands have influence," explained Steve Levy, President of Ipsos Reid East.
According the findings, Google is perceived as a leading edge brand which has forever changed the consumer landscape. Those who took the survey also say it's a trustworthy brand with a strong future.
Google also took the top spot for the most influential brand in the world.
The remainder of the top 10 most influential brands in Canada are as follows:
2) Microsoft (down 1 spot from last year)
3) Apple (up 1 spot from last year)
4) Facebook (up 3 spots from last year)
5) Walmart (unchanged)
6) Visa (up 2 spots from last year)
7) YouTube (up 2 spots from last year)
8) Tim Hortons (up 7 spots from last year)
9) AirMiles (up 2 spots from last year)
10) CBC (down 4 spots from last year)
While they didn't make the top 10, two brands received extra attention after making the biggest jumps this year. BMO shot up 50 spots from number 94 to number 44. Samsung jumped 29 places from number 47 to number 18.
Officials say the fact that three social media brands made the top 10 is proof that digital platforms are having an increasingly large role in Canadians' lives.
"The study recognizes the vitality and significance of the communications industry in building dynamic and influential brands in this rapidly changing world, where consumers are spending increasing time with media and devices," explained Gillian Graham, Chief Executive Officer of ICA.
Ipsos Reid officials say in order for a brand to be influential it must be trustworthy, engaging, leading edge and demonstrate good corporate citizenship in an increasingly competitive marketplace.
"For a brand to succeed, it has to reach its audience, connect with them, and get them to buy into the brand's promise. 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," said Levy.
© Global News. A division of Shaw Media Inc., 2013.