Google tops Australia's most influential brands list

Search engine giant also tops the global brands list for 2014 from Ipsos

Google has topped a new list of Australia’s most influential brands with consumers by independent market research company, Ipsos.

Google came up trumps on the list of Australia’s most influential brands based on five key factors driving brand strength: Engagement, trustworthiness, leading edge, corporate citizenship and presence.

Google scored most highly in the ‘leading edge’ category and was noted for its leadership against competitors, as well as enormous impact on the consumer landscape. The search engine giant also topped the global list of Most Influential Brands.

Ipsos measured 100 brands in Australia for the first time as part of its annual global Most Influential Brands study and released a list of the top 15. Rounding out the top five local brands were Microsoft, Facebook, Woolworth and eBay. Other notable Australian brands, such as Coles, Australia Post and Bunnings, also featured in the round-up.

“In order to exert influence, a brand needs to impact or change the way people shop, think, act and behave,” Ipsos managing director, Gillian O’Sullivan, said in a statement. “ It needs to become a fundamental part of life, shape consumers’ desires and help consumers get through their day.

“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 the life and it needs to become part of everyday language.”

The Most Influential Brands study was based on an online survey of 1000 Australian adults using the Ipsos iView panel. Alongside Australia, the research company also surveyed Canada, the US, UK, France, Germany, Brazil, Argentine, Mexico and China with a total sample size of just over 15,000.

The Ipsos top 15 Australian brands for 2014 were:

  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

More on Australian brands

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in