Canadian Tire, Dollarama and Costco among most reputable Canadian companies
Leger's 26th annual Reputation study includes c-store and forecourt staples in the top 100.
Market research firm Leger released its ranking of the top 10 most reputable companies in Canada this week as part of its 26th annual Reputation study.
Six of the top 10 companies in 2022 remain in the top 10 this year (with Google, Sony, Shoppers Drug Mart, Samsung and Canadian Tire in the top five, with Dollarama in the seventh spot and Costco in the ninth).
This year, the company surveyed more than 38,000 Canadians to explore their perspectives on more than 300 companies in 30 different sectors.
In the groceries/convenience sector, the list ranks many c-store staple brands including: Kellogg, which takes spot 14; Kraft Heinz at 15; Tim Hortons at 31; Danone at 39; General Mills, which ranks at 44, Nestlé at 49; Dare Foods at 58; and Saputo at 68.
Many trusted energy-sector and forecourt staple brands are also ranked, including: Petro-Canada, which comes in at 65; Esso at 77; Shell at 95; Circle K at 113; and Imperial at 175.
“While it may be a time of consumer volatility, it is clear that a company’s reputation can pull it through to the other side. We found that nearly six-in-ten Canadians (57%) indicate that they would be willing to pay a little more for a product/service if the brand/company has a good reputation,” Leger said in its report. “Even during recessionary times, leveraging your reputation is more imperative than ever before. While some sectors have larger reputation losses than others, the overall reputation of a thorough cross-section of corporate Canada has fallen by an average of just under one point, which shows the resilience of a good name, even in trying times.”