Toronto, ON – Ipsos Reid unveiled the Top 10 Most Influential Brands in Canada at FFWD: Advertising & Marketing Week in Toronto. With the results based on its third-annual Most Influential Brands study, Steve Levy, Chief Operating Officer, Ipsos Reid, discussed the dimensions and factors surrounding why brands are influential, and explained how the following brands made it to the top 10 in 2013:
Most Influential Brands in Canada 2013
“To Canadians, brands are more than just corporate logos,” said Levy. “They have meaning, personality and even attitude. When it comes to asking which brand is the most trustworthy, has the most presence or is most engaging – the answer can be a very personal one for many of us. This is because we increasingly identify with, relate to, and define ourselves by them – which gives brands something we can measure: influence.”
Levy also shared some of Canada’s brands that are “on fire” – brands that made the biggest gains in influence during 2013. They are:
McDonald’s Restaurants of Canada
Hudson’s Bay Company
The Most Influential Brand study examined key dimensions that define and determine the most influential brands in Canada, including: Leading Edge; Trustworthiness; Presence; Corporate Citizenship; and Engagement.
Interesting differences were seen in how the genders, generations and regions view brands. The Millennial generations love their new media with YouTube, Pinterest and Netflix ranking quite high among this group, while Gen Xers find The Weather Network as more influential than their Boomer or Millennial counterparts. Among iconic Canadian brands, Tim Hortons is very influential among Ontarians, while the CBC ranks particularly high among Men, Boomers and those from Quebec and the Maritimes.
In 2013, the Most Influential Brands study was also conducted in 15 other countries around the world, including USA, Mexico, Brazil, Argentina, UK, France, Germany, Italy Sweden, Belgium, Netherlands, Australia, China, Taiwan and Singapore. Results from all countries are combined to determine the Most Influential Brands in the World.
The Most Influential Brands study was conducted in December 2013. The online survey of 5,008 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 polls is measured using a credibility interval. In this case, the results are considered accurate to within +/- 1.6 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled.