Air Canada, Becel and Campbell’s are among the country’s most trusted brands, according to Reader’s Digest Canada’s second annual poll.
The magazine commissioned Harris/Decima to conduct 1,500 online surveys among a random sample of its panel members. The survey was conducted between October 2 – 15, 2009.
The survey focused on three areas: which brands survey participants trusted most in each brand category, drivers of brand reputation and the impact of Readers Digest’s Trusted Brand seal.
Consumers picked the brands they trust the most in 28 different categories including allergy relief, credit card, gas retailer and ground coffee, and ultimately selected this year’s winners.
They are:
• Air Canada (Airline)
• Claritin (Allergy Relief)
• RBC Royal Bank AND TD Canada Trust (Bank/Credit Union)
• Duracell (Batteries)
• Kellogg’s (Breakfast Cereal)
• Buckley’s (Cough/Cold Remedies)
• Visa (Credit Card)
• Canon (Digital Camera)
• Secret (Female Deodorant)
• Robin Hood (Flour)
• Gas Retailer ESSO
• Maxwell House (Ground Coffee)
• Sony (Home Entertainment)
• Best Western and Holiday Inn (Hotel Chain)
• Breyers and Chapman’s (Ice Cream)
• Sun Life (Life Insurance)
• Old Spice (Male Deodorant)
• Becel (Margarine)
• BlackBerry (Mobile Devices)
• Apple (Mobile Entertainment)
• Toyota (Passenger Car manufacturer)
• Iams (Pet Food)
• Ford (Cough/Cold Remedies)
• RE/MAX (Residential Realtor)
• Campbell’s (Soup)
• Pepto-Bismol (Stomach Ailment Remedy)
• Coppertone (Sunscreen Skin Protection)
• Ford and Toyota (SUV Manufacturer)
Reader’s Digest increased the number of product categories from 18 to 28 this year to include breakfast cereal, coffee, hotel chains and residential realtors. The decision was based upon the success of last year’s poll and to fall in line with the magazine’s Trusted Brands program in Europe, Asia, Australia and South America, said Larry Thomas, Toronto-based vice-president and publisher for Reader’s Digest Canada.
Winners are entitled to use the Reader’s Digest Trusted Brand seal on its packaging and advertising, said Thomas.
According to the survey, 49% of Canadians would trust a product more if it had the Trusted Brand seal, and 44% say they’re more likely to purchase a product if it has the seal.
The results are featured in the May 2010 issues of Reader’s Digest and Sélection du Reader’s Digest as well as on ReadersDigest.ca and Selection.ca.
