Which Brands Hold The Most Power Over Aussie Consumers?

Which Brands Hold The Most Power Over Aussie Consumers?

It’s no surprise that in most lists of the top influential/valuable/profitable brands, names like Google and Apple tend to dominate. So it’s also no surprise that both of these companies made it into this list of Australia’s most influential brands.

According to the Ipsos Most Influential Brands 2016 study, Google remains the brand with the most sway and cult-like following among Aussie consumers for the third year in a row.

But who are the others, I hear you ask?

Technology, digital, media and retail brands held a firm hand over the top 10 list, with Microsoft in second place, followed by Facebook and Apple. Aussie-owned brands also cracked the list, however, including one particular supermarket that sings awful ‘down, down’ jingles.

Yep, the top Australian brands included Coles, then Telstra, Australia Post and Visa. Here’s the list in full:

  1. Google
  2. Microsoft
  3. Facebook
  4. Apple
  5. Coles
  6. Telstra
  7. YouTube
  8. Australia Post
  9. Samsung
  10. Visa

The Ipsos Most Influential Brands study seeks to measure the ‘influence’ of brands based on five factors identified by Ipsos that drive influence: Engagement, Trustworthy, Leading Edge, Citizenship and Presence. The study measured 100 brands in Australia and ranked each based on their level of influence.

“When it comes to which brand is most trustworthy, or is the most innovative, or is most engaging, the answer can be a very personal one. We increasingly identify with, relate to and even define ourselves by them, which gives brands something we can measure – influence,” Ipsos marketing managing director Gillian O’Sullivan said.

“In studying the concept of influence we’ve learned that it is difficult to achieve and the pathway to influence differs from brand to brand. This has indeed been one of the most interesting learnings from this study which can help marketers identify strategies to improve their brand’s influence.”

In 2016, we continue to see a strong list of local brands high in the rankings, brands such as Telstra, Coles, Australia Post and Bunnings.

“In a global market, locals continue to exert influence. Local brands can dominate in terms of strong corporate citizenship, service and grass roots support. This continues to be a key path to influence,” O’Sullivan said.


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