Canada's most trusted brands for 2009
In a consumer world where brand choice often comes down to the element of personal trust, Reader's Digest magazine commissioned Harris/Decima to conduct a survey of Canadian consumers, revealing the country's most trusted consumer brands.
The survey asked questions about consumers' trust, ranging from which Canadian personalities they trusted most to who they would trust to borrow their car or care for their children, and which brands, industries and professions they trusted most.
Within 18 product categories, respondents were asked to name the brand they trust most, with no pre-defined brand list being provided (to avoid any bias). With trust being cited by the magazine as "one of the best barometers of customer satisfaction and loyalty", Canada's most trusted brands for 2009 were as follows:
- Credit card: Visa;
- Bank/credit union: TD Canada Trust;
- Airline: WestJet;
- Passenger car manufacturer: Toyota;
- SUV Manufacturer: Toyota;
- Pick-up truck manufacturer: Ford;
- Paint: Benjamin Moore;
- Household cleaner: Mr. Clean;
- Running shoes: Nike;
- Deodorant: Secret;
- Razors: Gillette;
- Shampoo: Head & Shoulders;
- Chocolate bar: Hershey's;
- Packaged meats: Maple Leaf;
- Batteries: Duracell;
- Cameras: Canon;
- Personal computers: Dell;
- Home entertainment equipment: Sony.
The survey was conducted among a random sample of 1,500 Harris/Decima online panel members, selected at random according to Canadian population and gender specifications, and the results were subsequently weighted by region, age, and gender in order to be statistically representative of the country's overall population.