Ipsos Encyclopedia - Brand Influence

For consumers, brands are more than just corporate logos. They have meaning, personality and even attitude.

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Definition

​For consumers, brands are more than just corporate logos. They have meaning, personality and even attitude. When it comes to asking which brand is the most trustworthy, has the most presence or is most engaging – the answer can be a very personal one for many of us. This is because we increasingly identify with, relate to, and define ourselves by them – which gives brands something we can measure: Influence.

We place a tremendous degree of trust in brands, allowing them to guide how we shop, interact and behave. Influential brands have aspirational qualities, too. They offer a gateway to a better, more interesting life by giving people the tools to make smart choices. This explains why a number of technology brands rank so highly.

Media & Brand Communication