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ICA releases annual list of most influential brands in Canada

The Toronto-based Institute of Communication Agencies has released its annual list of the ten most influential brands in Canada. Google remained the number one brand in Canada for a fifth consecutive year, followed by Facebook, Microsoft, Apple and Amazon. The bottom half of the list consists of YouTube, Walmart, Visa, Tim Hortons and CBC. Amazon was the biggest gainer of the year, moving up four positions, while Apple and Visa each dropped two. The list also marks the return of CBC to the top ten. The broadcaster was previously in eleventh place.

The list, compiled by Ipsos, is part of a larger survey that measured the influence of approximately 100 brands in 19 countries. It measures influence on the basis of public perception of a brand's "leading edge" qualities, trustworthiness, presence, corporate citizenship activities and engagement.

"Visionary brands are founded on a sense of purpose that establishes stronger emotional connections," said Steve Levy, chief operating officer at Ipsos. "New technologies have enabled ways to capture consumer feedback, and brands that use this data are more relevant than ever before. Their influence cannot be overstated. Our study reveals insights that apply to any business, large or small."

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