Which brands do Canadians love the most?
By Nelson Daily Editor
Reputations: One needs look no further than the recent oil spills, tainted-food recalls and financial industry scandals to realize that in business today, they mean everything to corporations.
Canadian Business magazine has teamed with the Reputation Institute to assess the reputations of 50 of Canada’s biggest companies who deal directly with consumers or have a high public profile.
Companies were rated on a range of factors, such as corporate citizenship, innovation, products and services, plus consumers’ trust, esteem and goodwill toward the brand.
“Reputation has a lot to do with emotional appeal,” says Canadian Business editor-in-chief Steve Maich. “In today’s marketplace, it’s not enough to create a product people love, consumers have to love the corporate entity itself.”
This year, Quebec drugstore chain Jean Coutu Group made it to the top of the survey, displacing last year’s top scorer Tim Hortons. At the bottom of the list was Bell Canada. WestJet, Shoppers Drug Mart and Research in Motion all improved their scores and made it into the top five.
Top five companies based on the Global RepTrak Pulse study
- Jean Coutu Group
- Tim Hortons
- Shoppers Drug Mart
- WestJet
- Research in Motion
For more results and methodology, pick up the latest issue of Canadian Business, on newsstands now, or go to: http://www.canadianbusiness.com/article/26490–companies-we-love.
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