Polling firm Ipsos Reid recently picked Canadians’ brains on who they think are the most influential brands in the country. The pollster compiled a list of 100 brands, which included the brands that spend the most on advertising in Canada every year–plus a few well-known names that don’t spend much at all, like Twitter, but that Ipsos researchers thought were influential nonetheless. Brand names could be those of corporations, like Microsoft, products, like the BlackBerry, and sometimes both (like Google and Youtube). Then Ipsos asked every one of 1,000 adult responders to rank ten out of the 100 selected brands, so that, in the end, every brand had been rated 100 times, Ipsos president of market research Steve Levy told Maclean’s.
The results? Stunning.
The most influential brand in Canada turned out to be none other than Microsoft, which beat out traditionally cooler competitors Google (which came in second) and Apple (fourth). Could it be that Canadian consumers are already well aware that Microsoft is finally coming back–or, as Businessweek put it, Steve Ballmer is no longer Mr. Monkey Boy?
And the BlackBerry? Nowhere to be found in the top 10.
For more on the Ipsos Influence Index Study, click here.