Toronto, ON. January 31, 2017 — The Institute of Communication
Agencies (ICA, www.icacanada.ca) in
partnership with Ipsos (www.ipsos.ca)
today unveiled the Top 10 Most Influential Brands in Canada – a comprehensive
study measuring and ranking today’s brands in Canada and the world -- at day two of FFWD:
Advertising and Marketing Week 2017 in Toronto. The 2016 Most Influential
Brands study was conducted in 19 countries and evaluates 100+ brands that spend the
most on advertising in Canada, and ranks their influence. Steve Levy, COO at Ipsos
announced the ranking, discussing how this year’s brands achieved their status and why
brands are influential.
|Most Influential Brands in Canada 2016
|9.||Tim Hortons (-1)
|10.||CBC (+1) back in the top 10
“Our study measures and ranks today’s most influential brands, why they are leading,
which generations they influence most, how they impact us and what makes them influential,”
explained Mr. Levy. “Visionary brands are founded on a sense of purpose that establishes
stronger emotional connections. New technologies have enabled ways to capture consumer
feedback, and brands that use this data are more relevant than ever before – their influence
cannot be overstated. Our study reveals insights that apply to any business, large or
The Most Influential Brands study examines five key dimensions that drive the
most influential brands in Canada: being leading edge, trustworthiness, presence, corporate
citizenship and engagement. The study ranks brands according to their influence; this year’s
study polled a representative sample of over 6,000 Canadians and more than 40,000 citizens
worldwide. Survey findings were analyzed geographically, by gender and across generations
including Boomers, Gen X, Millennials, and, new this year, Gen Z.
Although the Top 10 brands have remained relatively stable over the past six years,
technology-focused companies are rising to the top as social media drives brand influence,
underscoring that influence takes time to build. The rankings continue to be a combination of
digital service/social media, technology, retail and credit card brands. The one factor that
many of these have in common is the frequency with which they are used, which results in
them being firmly entrenched in day to day life. The most influential brands are important and
relevant; consumers identify with and have an emotional reaction to these brands and couldn’t
imagine living their life without them.
Google – the world’s most popular Internet search site -- ranks No. 1 for
the fifth consecutive year, in part by beefing up its hardware division and using its household
name to branch out into new products. Facebook climbed the ranks to No.
2, catering to customer preferences by expanding its offerings and researching emerging
technologies. Microsoft, a powerhouse brand for years, is growing in
Canada while taking on social networking, and retains its No. 3 position. While pushing tech
boundaries and exploring new horizons, Apple drops to No. 4.
Amazon, a new addition to the Top Ten last year, continues to grow its
influence and is now among the Top Five. Its influence is being driven by its leading edge and
engaging nature. As it rides the mobile tsunami, YouTube drops one spot to
No. 6. Walmart remains a consistent Top Ten Brand remaining in spot No. 7,
while Visa, perceived as ubiquitous and security-focused, drops to No. 8.
Canadians continue to adore Tim Hortons, a consistent Top Ten performer
at No. 9, while CBC enjoys a return to the Top Ten at No. 10, after several
years of hiatus.
A number of differences were found to exist by generation; it is useful to understand how
brands impact generations so marketers can deliver products and services that cater to
generational tastes. Despite varying attitudes and inclination, Google still tops influence for
Millennials, Generation X and Boomers and is second with Generation Z.
While the newest category of Generation Z comes of age in a time of
political and economic turbulence, YouTube is their brand of choice followed by tech’s big
names, plus Netflix, Twitter, Instagram and Snapchat. Similarly, the digital age defines
Millennials who love brands like Google, Facebook, Netflix, YouTube,
Instagram, Amazon and Android. Gen X are comfortable melding offline
and online worlds, as fans of tech pioneers (Apple and Microsoft), are value-conscious
(Walmart and President’s Choice) and convenience shoppers (Amazon and credit cards).
Boomers gravitate to technologies and brands they grew up with and
while they have adopted search technology such as Google, also prefer traditional sources
such as CBC and The Weather Network and are loyal to stalwart brands, being influenced by
Visa, Walmart and Canadian Tire.
“While each brand must discover its secret sauce to success, those that deliver on
trustworthiness, engagement, leading edge, corporate citizenship and presence will
undoubtedly exert influence,” continued Mr. Levy.
“Brands play an enormous role in our lives, and this significant study impacts our industry
from the C-Suite to marketers, advertisers, agencies, communicators and consumers,” added
Scott Knox, president and CEO, ICA. “We’re proud to partner with Ipsos, and lead as a
resource for compelling thought leadership and important information as part of our annual
FFWD Advertising and Marketing Week.”
The Most Influential Brands study was conducted in October – November 2016. The
online survey of 6,030 Canadians 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 Canada’s adult population according to Census data and
results approximated the sample universe. The precision of Ipsos online polls is measured
using a credibility interval, accurate within +/- 1.4 percentage points, had the entire population
of adults in Canada been polled. All sample surveys and polls may be subject to other
sources of error, including but not limited to coverage error and measurement error.
Subscriptions to the study are available; for more information please visit http://ipsos.ca/go/influentialbrands/
Ipsos is a leader in Canadian market intelligence and global survey-based market
research. Ipsos is the pre-eminent provider of marketing information/insights and public
opinion research in Canada. With offices in eight cities, Ipsos employs more than 500
research professionals and support staff in Canada. Ipsos offers syndicated information or
custom solutions across key sectors of the Canadian economy, including consumer packaged
goods, financial services, automotive, retail, technology and telecommunications.
About the ICA
The Institute of Communication Agencies is the professional business association which
represents Canada’s communication and advertising agencies. The ICA’s mission is to
transform, amplify and protect; as such, the ICA promotes thought leadership, higher
standards and best practices. It serves as the largest source of information, advice, education
and training for Canada’s communication and advertising industry. ICA’s member agencies
and subsidiaries account for over 75 per cent of all national advertising in Canada, with an
economic impact worth more than $19 billion annually. More information about the ICA and its
initiatives can be found at www.icacanada.ca, on
Twitter @icacanada or Facebook.
For more information, visuals, or to arrange an interview with an ICA or Ipsos
spokesperson, please contact:
The Siren Group Inc.
Chief Operating Officer, Canada
The Most Influential Brands in Canada