The University of Victoria’s Gustavson School of Business^( their 2019 Gustavson Brand Trust Index (GBTI) which names the top-trusted brands in Canada.
When it comes to the most trusted telecom/cable category, Telus took top honours. There was no mention of rivals Rogers or Bell.
Here are winners of other notable categories:
- Technology: Microsoft, IBM and Adobr
- Electronics & AV Equipment: Sony
- Media & Entertainment: CBC
- Financial Services: Interac
- Automotive: Toyota
The top 3 most trusted brands when it comes to ‘Functional Trust’, or as the index explains, “consumer perceptions on how well the brand performs (delivers on its core promises)”, were Amazon, Band-Aid and Costco.
There was no mention of Apple in the trust index, aside from a mention in the Brand Trust Score Change, with iTunes dropping 11 points. Microsoft dropped 11 points, Tesla also saw a decline of 10 points, while Google declined by 16 points and Facebook with 29 points. Huawei saw the biggest points decline at 31.
Tim Hortons was the most trusted brand in the 2018 GBTI, but fell from 27 to 203 out of almost 300 brands surveyed last year, over the exposure in the media about its negative treatment of employees. This year, the brand climbed back up to 136th spot.
The Top 10 brands in Canada are listed below, with last year’s rank in brackets:
1. MEC (2)
2. CAA (1)
4. Home Hardware (22)
4. Home Depot (8)
6. Fairmont Hotels & Resorts (4)
6. Band-Aid (16)
6. Shoppers Drug Mart/Pharmaprix (7)
9. Interac (12)
10. Columbia Sportswear (22)
10. Canadian Tire (20)
The GBTI took place from February 5-27, surveying 7,200 Canadian adult consumers aged 18 or older online.