The list of the top 10 most influential brands in Canada has been released and the 2015 edition includes a combination of social media, technology, retail, and credit card brands.

The Institute of Communication Agencies and Ipsos worked together to come up with the Most Influential Brands study, which evaluates more than 100 brands that spend the most on advertising in Canada. For the fourth year in a row Google retains the top spot, and for the first time Amazon enters the top 10 list.

"Brands are more than just corporate logos.  They have meaning, personality, even attitude," explained Steve Levy, COO at Ipsos. "When it comes to asking which brand is the most trustworthy, has the most presence or is most engaging, the answer can be a personal one.  This is because we increasingly identify with, relate to and define ourselves by them, which gives brands something we can measure:  influence."

The Most Influential Brands study examines five key dimensions that define and determine the most influential brands in Canada by an influence index:  leading edge, trustworthiness, presence, corporate citizenship, and engagement.  

Google retained its number one position for the fourth year.  Apple took the number two rank, up two spots from last year, buoyed by the fact that it continues to be the most leading edge brand as expressed in terms of being perceived as innovative, trendsetting and that it has forever changed the consumer landscape.  The new addition to this year's Top 10 is Amazon, up from number 11.

A number of differences were found to exist by generation.  Millennials (born during 1982-1996) scored tech and social brands highest, with the addition of Netflix, Pay Pal and Instagram to their top 10 ranking, and the exclusion of Walmart and Tim Hortons.   Gen Xers (born during 1965-1981) ranked Walmart highest (#5) of all cohorts.  Boomers (born during 1946-1964) ranked Microsoft more influential than Apple, and included CBC and Canadian Tire in their Top 10.