Reader’s Digest Canada today announced the results of its national survey identifying the most trusted brands in the country. Respondents were asked to name the brand they most trusted in 35 product categories and then to rate the brand’s performance in five key areas: quality, innovation, customer service, advertising and value for money.
The categories covered in the survey included food, household products, appliances, pet food, as well as retail, automotive, and financial sectors.
“Marketers have a bigger challenge earning consumer trust today than they have had in the past,” says Larry Thomas, vice president advertising, Reader’s Digest Canada. Almost one-third of Canadians polled in the survey strongly agreed with the statement “It is more difficult to trust products and brands today than it was twenty years ago.”
This year’s most trusted financial services brands are:
Credit Card — VISA; and
These are the findings of a Reader’s Digest poll conducted by Ipsos-Reid between September 25 and November 7, 2002.
The poll is based on a randomly selected sample of 1,007 adult Canadians. The results are considered accurate to within (+/-) 3.1 percentage points, 19 times out of 20.