In marketing, reputation is everything. It’s what everyone obsesses over day in and day out. And once again, Marketing has partnered with Leger for a consumer survey of hundreds of brands active in the Canadian market to produce the scorecard of who has the best brand reputation.
In the May 20 issue, subscribers will find The Top 100 ranking and company profiles of the biggest movers and shakers from the Marketing/Leger Corporate Reputation Survey. Meanwhile, MarketingMag.ca is highlighting a few of the biggest stories to emerge from this year’s research.
#1 – Google
The online giant takes back the top spot
You don’t have to search much to see the huge impact Google has made on Canadians. The company knows Canadians want to be safe and secure online—and also have the fastest possible experience—which is why it has been investing heavily in its Chrome web browser, says Sophie Chesters, Google’s country marketing manager for Canada. In 2012, it launched a consumer campaign across TV, YouTube, search and display that emphasizes Chrome’s speed and security.
Beyond promoting the browser, Google also conducted innovative mapping projects of everything from Canadian museums to ski resorts, and even saw Google Maps travel into the Canadian Arctic, including Cambridge Bay, Nunavut last summer. “I’m really proud of the fact that we’re sharing Canadian culture with the world,” says Chesters. And, in an effort to tip its hat to Canadian communities where local businesses are leveraging digital tools and resources to improve themselves and grow their customer base, Google introduced its eTowns Canada awards.
Best Reputations:
• Shoppers Drug Mart remains a trusted brand
• Reeboks’ big move
• CBC/Radio-Canada steps up
• Sobeys’ focus on food, customer service
• Grand & Toy jumps up the reputation rankings, rebrands to the Max
The company has also expanded its presence here by opening three new offices in Toronto, Kitchener-Waterloo and Montreal. “In this last year we’ve really planted a flag in Canada,” says Chesters.
Subscribers get full access to our coverage of the Marketing/Leger 2013 Corporate Reputation Survey. Sign up today, and check us out on your iPad.
