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Which brands do Canadians love the most?

May 20, 2011

News Releases

In its second annual survey, Canadian Business magazine uncovers the companies we most trust and cherish-and finds a few surprises

TORONTO, May 20, 2011 /CNW/ – 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

  1. Jean Coutu Group
  2. Tim Hortons
  3. Shoppers Drug Mart
  4. WestJet
  5. Research in Motion

For more results and methodology, pick up the latest issue of Canadian Business, on newsstands now, or go to:–companies-we-love


  • Jean Coutu Group: How the company’s beloved founder and folksy brand made it Canada’s most reputable company
  • The Vancouver Olympic halo has dimmed, but the effect on sponsoring large events has a subtle, reputational return-on-investment
  • Reputation around the globe: The Brits are wild for a vacuum maker while the French adore their famous tire company. We present how some of the world’s leading corporations scored in their home markets.

About Canadian Business magazine:
Founded in 1928, Canadian Business is the longest-serving, best-selling and most-trusted business publication in Canada. Canadian Business stands alone as the business magazine in Canada with 100% paid circulation. With a readership of more than one million, the magazine is published every second Monday, except in January, July, and August, when monthly issues are published. Special annual issues of Canadian Business include he Investor 500, the MBA Guide, the Rich 100 and the Best and Worst Boards.