VICTORIA, B.C. — Fairmont Hotels & Resorts and Tim Hortons were named Canada’s most-trusted brands in the recently released Gustavson Brand Trust Index (GBTI) — an in-depth analysis of Canadian brand trust produced by The Peter B. Gustavson School of Business at the University of Victoria.
“We examine the importance Canadian consumers place on different factors that lead to trust of companies and their brands,” says Saul Klein, dean of the Gustavson School of Business. “Over the last year, we have seen some disappointing examples of where companies have undermined consumer trust through misguided behaviours, but also some inspiring cases of good conduct that have enhanced trust.”
This year’s GBTI (the second of its kind) used a statistically representative sample of 6,384 consumers to rate 276 Canadian companies and brands, measuring their performance in 27 industry sectors on a range of brand-value measures.