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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: http://www.canadianbusiness.com/article/26490–companies-we-love

PLUS:

  • 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.