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The Peter B. Gustavson School of Business at the University of Victoria (UVic) has unveiled the third annual analysis of brands most trusted by Canadians, highlighting that community engagement, relationship management, and customer experience that brands offer consumers influence their overall trust.
The Gustavson Brand Trust Index was established to raise awareness of the role trust plays in the minds of consumers when making purchasing decisions and measures the relationships between social equity, trust, and advocacy for brands in Canada. The initiative highlights Gustavson’s goal of educating and championing responsible leadership, part of the vital impact that drives UVic’s sense of purpose as a leading teaching and research hub.
“Trust plays a vital role in our community, economy, and collective mindshare as Canadians,” said Saul Klein, dean of the Gustavson School of Business. “We have witnessed multiple breakdowns in trust over the past year, which we see reflected in our research. This year’s ranking confirms a decline in consumer trust amongst companies that have faced service mishaps in the past year.”
The annual Gustavson Brand Trust Index uses a statistically representative sample of 6,560 consumers to score 294 Canadian companies and brands. It measures the performance of brands and companies in 26 industry sectors on a range of brand value measures.
The survey results can be broken down by demographics to show how perceptions of trust and advocacy differ between men and women and across age groups.
Canada’s Top 10 Most Trusted Brands for 2017 (Rank in 2016):
- MEC (1)
- CAA (New)
- Costco Wholesale (3)
- Fairmont Hotels & Resorts (8)
- IKEA (22)
- Chapters/Indigo (59)
- President’s Choice (1)
- Interac (11)
- Cirque du Soleil (New)
- WestJet (54)
