Google tops latest brand influence list while Samsung climbs

New Ipsos and Havas Media Group brand reports highlight rising importance of consumer engagement with your brand as a key market driver

Google has again come up trumps as Australia’s most influential brand among consumers, the latest Ipsos Most Influential Brands study for 2015 reports.

According to the market research company, technology and digital brands dominated the top rankings this year, with Google followed by eBay, Microsoft and Facebook in second, third and fourth position on the list. Notably, eBay jumped three places to reach the second spot this year.

In fifth place was Australian supermarket giant, Woolworths. Rounding out the top 10 were Apple, Samsung, Bunnings, YouTube and Coles.

Strong performers this year included Samsung, which jumped seven places from 14th to seventh position; YouTube, which made it into the top 10 list for the first time, up from 12th in 2014; and Commonwealth Bank, which rose from 18th to 14th position in 2015.

The Ipsos brand influence list measures 100 brands, each ranked based on their level of influence. Brands were graded on five factors: Engagement, trustworthiness, leading edge, corporate citizenship and presence. Ipsos then undertakes an online survey of 1000 Australian consumers using its iView panel.

The Australian version of the survey was launched last year and comes off the back of a global brand project undertaken by Ipsos.

“To exert influence, a brand needs to impact or change the way people shop, think, act and behave,” Ipsos marketing managing director, Gillian O’Sullivan, said. “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. This year’s study shows just how quickly consumer attitudes towards brands can change. There were some significant moves up and down in brand influence rankings, and the worst hit were the more established brands.”

Last week, the Meaningful Brands Study conducted by Havas Media Group globally showed meaningful brands gain 46 per cent more share of wallet on average than less meaningful brands, as well as deliver KPI outcomes that are double that of lower scoring brands. They also outperform the stock market by nearly seven fold, with top scorers delivering an annual return of 11.76 per cent, the report stated.

‘Meaningful brand’ is the metric Havas uses to indicate brand strength. The group’s research encompasses 1000 brands and 300,000 people across 34 countries.

In Australia, the report identified the top 10 performing brands as Woolworths, Google, Coles, PayPal, Kellogg’s, Samsung, Microsoft, Vegemite, Milo and Visa.

Havas noted consumer electronic brands most commonly leveraged emotional well-being, highlighting self-expression and social connections, while retail heavyweights such as Woolworths and Coles relied on marketplace outputs and meeting functional needs. Vegemite also ranked highly both for its ability to resonate emotional and as a value offering with nostalgia and heritage attributes.

The Havas report also found Australians made for more sceptical consumers, with only 31 per cent trusting of brands, a figure comparable to the US (22 per cent) and Western Europe (31 per cent).

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in