Google the ‘most influential brand in Australia’ says Ipsos survey, as Woolies edges out Coles
Google is the most influential brand in Australia, with its ability to alter how people “shop, think, act and behave” placing it ahead of other companies, according to a new survey.
Ipsos Australia quizzed 1,000 people with the search engine giant edging out Microsoft and Facebook. Woolworths was voted more influential than fierce rival Coles, with the supermarket brands fourth and sixth respectively. EBay completed the top five.
Ipsos marketing managing director Gillian O’Sullivan said the survey, the first Ipsos has carried out in Australia, measured five factors: engagement, trustworthyness, corporate citizenship, leading edge and presence.
“In order to exert influence a brand needs to impact or change the way people shop, think, act and behave,” she said. “It needs to become a fundamental part of life, shape consumers’ desires and help consumers get through their day.”
In addition, it must become “part of everyday language” and have relevancy in people’s lives, she said.
Google also topped the global list of most influential brands.
The top 15 most influential brands in Australia:
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
