Google still NZ’s No 1 brand

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Google remains New Zealand’s most influential brand, according to French-owned global research outfit Ipsos, which has released its latest comprehensive study measuring and ranking today’s brands in New Zealand. NZ-based companies took four of the top 10.

“Although the NZ top 10 have remained relatively stable over the years, technology-focused companies are rising further up the rankings, with seven being tech-focused companies,” Ipsos NZ senior client director Winifred Henderson.

“Technology enables companies to connect with people, and connected brands are influential brands,” she said. “Technology brands are also incredibly good at transcending traditional category boundaries, which means they play a role in a multitude of areas in our lives.”

Another key finding from the research was the prominence of the local brands. “For the past three years of running this study in New Zealand, we have noted the strength of local power brands,” Henderson said.

“This makes the New Zealand market quite unique compared to most other countries around the globe.”

The NZ Top 10

  1. Google
  2. Facebook
  3. Microsoft
  4. YouTube
  5. Air New Zealand
  6. Samsung
  7. The Warehouse
  8. Trade Me
  9. Apple
  10. Pak’nSave

Understanding influence
The Most Influential Brands study polled 1000 New Zealanders, looking at key drivers that define ‘influence’ and the five complementary factors that impact influence: Leading Edge, Engagement, Trustworthy, Citizenship and Presence.

It measured 100 brands in New Zealand and ranked each based on their level of influence. “Our study measures and ranks today’s most influential brands, why they are leading, how they impact us and what makes them influential,” Henderson said.

“Visionary brands are founded on a sense of purpose that establishes stronger emotional connections. 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.”

STUDY HIGHLIGHTS (comments written by Ipsos)

10. Pak’nSave: Trusted and always there While the weekly supermarket shop can be tedious for some, Pak’nSave remains in the top 10 for understanding customer needs and being a strong part of New Zealanders’ lives.

9. Apple: What will Apple introduce next? For the fourth year in a row, Apple leads as the trendsetter brand. Apple leads all other brands in the Top 100 on the dimension of Leading Edge. New Zealanders just can’t wait to hear what Apple will do next.

8. Trade Me: Always innovating, Trade Me certainly changed the consumer landscape in New Zealand but it is not resting there, still ranking highly for innovation.

7. The Warehouse: Increasingly online, like Pak’nSave, The Warehouse earns influence through being a trusted, regularly used brand, but has improved its influence ranking through growing its online presence.

6. Samsung: Upsetting the Apple cart, and leapfrogging Apple into the top 10 this year, Samsung may not have the cachet of Apple but does have many more users, and greater influence as a result.

5. Air New Zealand: The brand that Kiwis love to call their own. The most influential New Zealand brand, Air New Zealand scores well on most factors but exceptionally well for ‘inspiring a sense of New Zealand pride’ – something technology brands are yet to match.

4. YouTube: The case study in how to create emotional engagement New Zealanders have told us in this study that YouTube is influential because it has made our lives more interesting. It has increasingly become the go-to place, not only for light-hearted relief from everyday life stresses, but also a source of up-to-date relevant information.

3. Microsoft: Unwavering importance in our lives Microsoft has maintained its strong position in this study over the last four years. Microsoft has influence as it continues to be a brand that is really important in our lives.

2. Facebook: Established as a part of our everyday life and language|. Over the past four years in this study we have seen Facebook’s presence and strength grow amongst all generations. As Facebook continues to launch new services and lead initiatives into new technologies, its influence goes from strength to strength.

1. Google: From search to household hardware Google is the most influential brand for the fourth year in a row – in New Zealand, across the globe, amongst all generational groups. Google continues to lead in Innovation, Originality and Reliability.


The Ipsos study was based on an online survey of 1000 New Zealand adults using the Ipsos iView panel in October and November 2016. Statistical weighting was employed to balance demographics and ensure that the sample’s composition reflects that of the actual New Zealand population according to the Census data.

The same survey was conducted in 18 other countries with a total of 40,700 respondents worldwide. Each respondent was randomly allocated 10 brands from a list of 100 to evaluate over a number of key metrics and statements.

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