TECHNOLOGY behemoth Google is still the most influential brand in Australia, analysts say, while Australia Post has joined the top 10 despite its rapidly shrinking mail business. 
Google has topped the Ipsos Most Influential Brands list for a third straight year, while supermarket giant Coles jumped up the list to be the highest ranked local business in fifth.
Big US tech companies continue to exert the most influence, with Microsoft ranked second, followed by Apple at No. 3 and Facebook at No. 4.
In the Ipsos study, brands are ranked on factors including engagement, trust and presence in Australia.
Ipsos managing director Gillian O'Sullivan said there was a strong Australian flavour to the top 10, with Telstra a new entrant at six and Australia Post moving up to eight.
"In a global market, locals continue to exert influence," she said. "Local brands can dominate in terms of strong corporate citizenship, service and grassroots support." Coles rival Woolworths failed to make the list this year, dropping from fifth place last year as it loses market share.Australia Post's elevation came as it introduced a two-tier mail system and higher stamp prices to restore profitability as letter volumes fell.