The Most Influential Brands in Australia 2017

Ipsos has released 2017’s Most Influential Brands study. Polling 2000 Australians, it looks at key drivers that define ‘influence’ and five complementary factors that impact it.

What is a brand?

It’s a name. A symbol. A concept. An experience. A way of life. And much, much more.

The Ipsos Most Influential Brands study seeks to measure the ‘influence’ of brands based on the ‘influence’ factor and the five complementary factors we have identified that build influence: Leading Edge, Engagement, Trustworthy, Citizenship and Presence. It measures 100 brands in Australia and ranks each based on their level of influence.

What is influence? And how do we define and measure it?

Being influential means having an effect on people’s lives. The most influential brands are part of our daily lives, our routine and ultimately, they help make life better, more interesting, and more meaningful. Achieving that is no easy task.

Driving influence

In studying influence, we’ve learned quite a few things.

The most obvious lesson is that influence is a difficult thing to achieve. People turn to and use many, many brands in their lives – sometimes not terribly aware or knowledgeable about those brands. But then there are those that stand out as those that have impacted the way we live, have encouraged us to make better and smarter choices. Influential brands are those that we can identify with, brands that have relevancy and have become a part of everyday language.

Dimensions of Influence

In studying influence, we’ve learned quite a few things.

From our study, besides the ‘influence’ factor, we have identified five complementary factors that impact influence.

  • Leading edge
  • Engagement
  • Trustworthy
  • Presence
  • Citizenship

Top 10

  1. Google
  2. Facebook
  3. Microsoft
  4. PayPal
  5. Coles
  6. Ebay
  7. Apple
  8. YouTube
  9. Telstra
  10. Bunnings Warehouse

This study is based on an online survey of 2,000 Australian adults. The same survey was conducted in 18 other countries with 40,000+ respondents.

Media & Brand Communication