This document presents the results of a study by Ipsos on the most influential brands in Belgium and the Netherlands. Some key findings: - Ipsos surveyed people in Belgium and the Netherlands to determine the brands that have the most influence on their lives. - Google was found to be the most influential brand overall, followed by Coca-Cola, Samsung, Nike, and Adidas. - There were some differences in the top 10 most influential brands between the two countries. For example, McDonald's ranked 3rd in France but 13th in the Netherlands. - Beyond the top 10, other influential brands included brands like Netflix, Apple, and Carrefour. Influence was measured

1. #MIB

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ABOUT
IPSOS

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3
84 COUNTRIES
>15 000 EMPLOYEES
€ 1.7 BN (2013)

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2013: MIB in 16 countries?
1.Argentina
2.Brazil
3.Canada
4.China
5.France
6.Germany
7.Mexico
8.Sweden
9.UK
10.USA
11.Australia
12.Belgium
13.Italy
14.Netherlands
15.Singapore
16.Taiwan

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HBR

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Influential brands and the stock
market
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Dow/NASDAQ Avg Stock Price (10 Companies)
Cumulative Monthly % Change
(2011 to 2013)

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Influence: the brands

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SCORE

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NATURE OF
INFLUENCE
Is relevant to your life
Has changed the way you shop
Has made your life more interesting
Is fundamental to your life
Is part of everyday language
Has changed what you do in
everyday life
Has encouraged you to make
smarter/ better choices
Have an emotional relationship with
Has had an impact on the way you
interact with people
Is really important in the world today
You identify with
Influence is
multi faceted
And it is difficult
to build influence

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100
8As low as
446As high as
Ipsos Influence Index

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Five dimensions driving influence

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TOP 10
MOST INFLUENTIAL
BRANDS

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#10
Ipsos
Influence
Index
225
#8
#11
NL
FR
18-45
y.o.
+ 45
y.o.
#10
#9
#8
#11

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#9
Ipsos
Influence
Index
226
#12
#7
NL
FR
18-45
y.o.
+ 45
y.o.
#7
#15
#10
#7

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#8
Ipsos
Influence
Index
230
#9
#9
NL
FR
18-45
y.o.
+ 45
y.o.
#11
#7
#6
#18

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#7
Ipsos
Influence
Index
237
#6
#NA
NL
FR
18-45
y.o.
+ 45
y.o.
#3
#14
#17
#3
*
* Brand only questioned in Flanders

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#6
Ipsos
Influence
Index
242
#4
#10
NL
FR
18-45
y.o.
+ 45
y.o.
#12
#4
#5
#10

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#5
Ipsos
Influence
Index
247
#11
#5
NL
FR
18-45
y.o.
+ 45
y.o.
#9
#8
#7
#9

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#4
Ipsos
Influence
Index
266
#5
#6
NL
FR
18-45
y.o.
+ 45
y.o.
#5
#5
#9
#4

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#3
Ipsos
Influence
Index
292
#3
#4
NL
FR
18-45
y.o.
+ 45
y.o.
#4
#2
#4
#5

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#2
Ipsos
Influence
Index
365
#2
#2
NL
FR
18-45
y.o.
+ 45
y.o.
#2
#1
#3
#1

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#1
Ipsos
Influence
Index
446
#1
#1
NL
FR
18-45
y.o.
+ 45
y.o.
#1
#3
#1
#2

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Top 10 most influential brands
We zijn ervan overtuigd dat technologie het
leven leuker en betekenisvoller kan maken. Of
het nu het helpen is van een kleine
ondernemer, een nieuwbakken vader, of een
kind dat meer wil leren: het is een gezonde
afkeer van het onmogelijke dat ons drijft om
creatieve oplossingen te vinden voor allerlei
problemen. Goede ideeën verkopen
producten, fantastische ideeën veranderen
levens. De resultaten uit dit onderzoek lijken
erop te wijzen dat veel Belgen dit ook zo zien.
Francois Gilson
- marketing manager Google Belgium -

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SCORE

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Top 10 most influential brands
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10

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TOP 30
MOST INFLUENTIAL
BRANDS

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#1 #2 #3 #4 #5
#6 #7 #8 #9 #10
Top 10 most influential brands
* Brand only questioned in Flanders
*

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#11 #12 #13 #14 #15
#16 #17 #18 #19 #20
Top 11- 20 most influential
brands
* Brand only questioned in Flanders
** Brand only questioned in Wallonia
**
*

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#21 #22 #23 #24 #25
#26 #27 #28 #29 #30
Top 21- 30 most influential
brands
* Brand only questioned in Flanders
** Brand only questioned in Wallonia
**
*
** **
*

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TOP 10
MOST INFLUENTIAL
BRANDS
LANGUAGE
NL
FR

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#1 #1
#2 #2
#3 #13
#4 #3
#5 #5
#6 #4
#7 #9
#8 #12
#9 #8
#10 #6
#1 #1
#2 #2
#3 #3
#4 #6
#5 #4
#6 #7
#7 #11
#8 #10
#9 #8
#10 #22
Top 10 brands - Language
Total
rank
Total
rank
NL FR
* Brand only questioned in Flanders
*

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Main differences
#31 #10 #16 #41 #17 #43
#3 #53 #56 #16 #52 #17
#21 #20 #29 #55 #34
#57 #63 #67 #30 #62
NL
FR
NL
FR
NL
FR
NL
FR
NL
FR
NL
FR
NL
FR
NL
FR
NL
FR
NL
FR
NL
FR

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THANK YOU
Gerd Callewaert
Country manager Ipsos Belgium