The consulting firm Ipsos recently released the results of its Most Influential Brands (MIB) survey that unveiled the 100 most influential brands in Argentina. Western Union’s bill-payment brand Pago Fácil was ranked the second most influential national brand and the 12thmost influential across all brands. Other digital brands mentioned included WhatsApp, Google and YouTube at the top. Only six of the first twenty brands belong to companies founded in Argentina. Pago Fácil was second to Mercado Libre, a regional ecommerce platform. 
“It is a major achievement to have Pago Fácil – which is celebrating its 25th anniversary this year — listed among top national and global brands on technology, financial services and consumer goods, among others,” said Maximiliano Babino, General Manager and Vice President of Western Union Argentina. “We are truly humbled and honored by this recognition that just reinforces our commitment to continue improving our customer experience.”
The survey determined the brands’ societal influence based to five dimensions: connectivity, vanguard, reliability, commitment to the community and presence. Of the dimensions, respondents in Argentina placed connectivity and innovation as the most important aspects of influential brands. The study is carried out every year worldwide in more than 16 countries. In Argentina, 1,000 consumers were consulted.
“The brands that are at the top are those that managed to adapt to the way in which consumers communicate, interact with each other or make purchases. They are the ones that are relevant to daily life and integrate with everyday language. Therefore, to be an influential brand, people must identify with them or have an emotional relationship,” says Silvia Novia, Managing Director of Ipsos Argentina.
“It is a challenge for national companies to access the first places in the ranking. Influence is a value that takes a lot of work to obtain but can easily be lost. It is necessary to have a great adaption to change and a proper vision of the future to conquer the market” she said.
