Coles, Telstra and Bunnings among Australia’s most influential brands in 2017

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Coles supermarket Australia
A shopper stands in front of a Coles supermarket sign in a suburban shopping centre in Sydney June 25, 2007. Reuters/Mick Tsikas

This year’s iteration of Ipsos’ Most Influential Brands in Australia has been released, and three Australian brands made it to the list. Coles secured the fifth spot, Telstra at nine and Bunnings ranked 10th in the comprehensive study that measured and ranked today’s brands in Down Under.

Google is number one in the list for the fourth year in a row. It’s the leader in innovation, originality and reliability and is winning not only in Australia but across the globe and amongst all generational groups. It is followed by Facebook, Microsoft and Paypal. Furthermore, eBay, Apple and YouTube are listed as influential brands in Australia.

Two thousand Australians participated in the Most Influential Brands study. The analysis looked at main drivers that define influence. The study specifically considered complementary factors that impact influence: engagement, leading edge, trustworthy, citizenship and presence. A hundred brands in Australia were measured, each ranked based on its level of influence.

Ipsos Marketing managing director Gillian O’Sullivan said the top ten brands managed to remain relatively stable over the years. She noted that tech-focused companies are rising further as technology enables companies to connect with people.

Technology brands, she explained, play a role in several areas of Aussies’ lives as these brands are good at transcending traditional category boundaries. "In the digital world of today, brands have a power to perform a role above and beyond providing just one service or product,” O'Sullivan said, according to the Sydney Morning Herald.

Aussie brands shine

It may not be a tech giant but Coles understands consumer needs. The company nails its success amid the continued threat from German discount giant Aldi.

Telstra has been part of Ipsos’ Most Influential Brands in Australia for the past four years. It outshines its competitors with its strong presence. The telco’s influence is further cemented with the roll-out of the NBN, for which it delivers services to about half of all connected homes.

Telstra ranked at seventh for Gen X and Baby Boomers. However, it did not rank for millennials in their own top 10 list.

Bunnings Warehouse’s business model and mortar presence still works well in the online marketplace. O'Sullivan said its strength as a brand surprises her each year. The iconic Australian homeware and outdoor living company stayed committed to a single minded strategy, which is to provide customers with a huge selection of products at low prices.

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