Demonstrating the web’s strong traction Down Under, a new study released today by Ipsos Australia found Google is the most influential brand among Australian consumers. With Microsoft, Facebook, eBay, Apple and YouTube also making the list of top 15 brands in Australia, it’s clear that online is instrumental when it comes to influence.
The global Most Influential Brands study seeks to measure the ‘influence’ of brands based on: engagement, trustworthiness, being leading edge, corporate citizenship, and presence. Ipsos measured 100 brands in Australia, with each ranked on their level of influence.
The top 15 most influential brands in Australia were found to be:
- Microsoft
- Woolworths
- eBay
- Coles
- Apple
- Australia Post
- Visa
- Telstra
- Bunnings
- YouTube
- MasterCard
- Samsung
- McDonald’s
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,” says Ipsos executive director Gillian O’Sullivan.
A brand must be seen to be really important in the world today and even impact the way people interact with one another. Even more than this, people need to identify with the brand, it needs to have relevancy in their life and it needs to become part of everyday language.”
