A recent post from the Canadian Marketing Association blog discussed the Most Influential Canadian Brands, from a study produced by the ICA and Ipsos Reid. In particular, the CMA discussed “Tim Horton’s – The Good”, “Blackberry – The Bad”, and “Google – The Best”. It also highlighted five key criteria that are important in establishing “brand influence”. These attributes are: trustworthy, engagement, leading edge, presence, and corporate citizenship.

Here is the top 10 list:

1. Google
2. Microsoft
3. Apple
4. Facebook
5. Wal-Mart
6. Visa
7. Youtube
8. Tim Hortons
9. Air Miles
10. 10. CBC

Let’s discuss Apple in terms of these characteristics:

 

Apple was described as the “most leading-edge brand” in the survey. On average, Canadian respondents felt that 45% of statements such as “trendsetter”, “innovative”, and “edgy” described the company. In contrast, only 24% of the statements were applicable to Google and 23% to Microsoft. In terms of trustworthiness, Apple consumers are confident that its next product will be cool, fun, smart, and sleek, and will enhance their lifestyle in terms of work or leisure. In order to engage its customers, Apple has created a unique retail experience, using empathetic, friendly, and well-trained employees, to create a sense of transparency. Perhaps where Apple falls short is in its corporate citizenship. Apple’s scores in the survey were lower than average, which may be due to the perception that it does not recognize customer loyalty.

In contrast, “Blackberry – The bad”:

Recently Blackberry has been lacking in terms of the leading edge, engagement, and presence criteria. Blackberry has not released a new product in over a year, and sales of its PlayBook were pitiful in comparison to that of the iPad. In response, Blackberry announced the release of the upcoming q10 and z10 in a commercial during this year’s Superbowl, but consumer expectations are not high.

Sources:

http://www.the-cma.org/about/blog/who%E2%80%99s-hot-and-who%E2%80%99s-not-new-study-ranks-most-influential-canadian-brands

http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=5465

http://ca.finance.yahoo.com/blogs/insight/canada-most-influential-brands-light-homegrown-icons-173827951.html

http://www.entrepreneur.com/article/223125

http://n4bb.com/blackberry-playbook-failure/