Supermarket giant Coles is the most influential Australian-owned brand in this year’s Ipsos Most Influential Brands Study.
Coles placed fifth in this year’s list, up five spots from last year’s ranking, behind international brands Google, Microsoft, Facebook and Apple.
New entrants to this year’s Top 10 included Telstra, Australia Post and Visa, while Woolworths failed to make this year’s list, after placing fifth in 2015.
The study defines ‘influence’ as being based on engagement, trustworthiness, leading edge, citizenship and presence.
Ipsos marketing managing director Gillian O’Sullivan said: “When it comes to which brand is most trustworthy, or is the most innovative, or is most engaging, the answer can be a very personal one. We increasingly identify with, relate to and even define ourselves by them, which gives brands something we can measure – influence.”
“In studying the concept of influence we’ve learned that it is difficult to achieve and the pathway to influence differs from brand to brand. This has indeed been one of the most interesting learnings from this study which can help marketers identify strategies to improve their brand’s influence.”
“In a global market, locals continue to exert influence. Local brands can dominate in terms of strong corporate citizenship, service and grass roots support. This continues to be a key path to influence,” Ms O’Sullivan said.
The Top 10 Most Influential Brands for 2016:
- Australia Post