Google has topped research company Ipsos's Most Influential Brands list, but the technology behemoth is joined on the list by some home-grown brands.
The global Most Influential Brands study, which included brands in Australia for the first time this year, measured 100 brands in Australia and ranked each based on five factors identified by Ipsos that drive influence: Engagement, Trustworthy, Leading Edge, Corporate Citizenship and Presence.
Five out of the 15 brands that came out on top of the Australian study were Australian, with Woolworths entering the list in 4th. Rival Coles came in 6th, Australia Post came in 8th, followed by Telstra in 10th and Bunnings in 11th.
Ipsos marketing managing director Gillian O’Sullivan said: “In order to exert influence, a brand needs to impact or change the way people shop, think, act and behave. It needs to become a fundamental part of life, shape consumers’ desires and help consumers get through their day.”
Google’s highest score was in the driver of ‘Leading Edge’ including measures such as led its competitors, has forever changed the consumer landscape, stands out and is innovative. As well as topping the Australian list, Google topped the global list of Most Influential Brands.
Among industries, the Media industry ranked number one on ‘Leading Edge’ and ‘Engagement’; Consumer Packaged Goods topped ‘Trustworthy’; Airlines topped ‘Corporate Citizenship’ and Retail topped ‘Presence’.
The Most Influential Brands study was based on an online survey of 1,000 Australian adults using the Ipsos iView panel. The same survey was conducted in nine other markets including Canada, US, UK, France, Germany, Brazil, Argentina, Mexico and China with a total sample size of 15,152.
See the full Australian list below for yourself:
1. Google
2. Microsoft
3. Facebook
4. Woolworths
5. eBay
6. Coles
7. Apple
8. Australia Post
9. Visa
10. Telstra
11. Bunnings
12. YouTube
13. MasterCard
14. Samsung
15. McDonald’s
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