As the saying goes, “familiarity breeds contempt.” Yet as the results of this year’s Marketing/Leger Corporate Reputation survey show (see the upcoming May 7 issue), when it comes to companies and their brands, ubiquity leads to respect.
The Top 10 companies on this year’s list can be found on most desktops and street corners, in most pantries and living rooms. But rising to the top takes more than being part of every Canadian’s life. Public approval is cultivated over time, as companies that date back more than a century demonstrate (Heinz, Campbell, Kraft and Kellogg’s). However, one 13-year-old online whiz kid (Google) has, in relative terms, spread its charm at the speed of a keyword search.
Good deeds also build public admiration, such as sending kids to camp (Tim Hortons), letting them play sports (Canadian Tire), or cleaning up the planet one ink cartridge at a time (Staples). And memorable lifelong connections formed in the comfort of our homes can also make a company endearing: a warm plate of mac ’n’ cheese (Kraft), gathering around the family TV (Sony), or sharing breakfast with companions like Tony the Tiger and Toucan Sam (Kellogg’s). It’s also dependability, knowing that when you want them, they’re just around the corner (Subway).
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