After being snubbed by Ipsos Australia’s top 10 most influential brands list last year, Australia Post has landed a spot on the list once again.

The mail courier found itself back to number eight on the list, the same position it had in 2014 before failing to make the cut in 2015.  

Google was named Australia’s most influential brand for the third consecutive year, but there were some surprises, with telco giant Telstra making the list, despite recent customer backlash over outage issues.

The list comes from an Ipsos online survey which asks 2000 Australians to rank 100 brands in Australia against a criteria of five key influence drivers: engagement, trustworthiness, leading edge, citizenship and presence.

Aus Post’s inclusion on the list comes after increasing customer complaints over the mail courier’s service since it introduced a two-speed mailing system in January.

Gillian O’Sullivan, marketing managing director at Ipsos, says, “When it comes to which brand is most trustworthy, or is the most innovative, or is most engaging, the answer can be a very personal one.

“In a global market, locals continue to exert influence. Local brands can dominate in terms of strong corporate citizenship, service and grass roots support. This continues to be a key path to influence.”

In recent months, Aus Post has become a fixture in media outlets by experimenting with a slew of measures, such as drone delivery, which appear to move away from its standard mail service.  

Top 10 most influential brands:

1. Google
2. Microsoft
3. Facebook
4. Apple
5. Coles
6. Telstra
7. YouTube
8. Australia Post
9. Samsung
10. Visa

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