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May 29, 2023

Canadian Tire bumps Tim’s from top spot

Canadian Tire is the most trusted brand in the country as it bumped Tim Hortons out of the top spot this year. Morning Consult’s ‘Most Trusted Brand’ survey found that Canadian Tire was the most trusted company in the country, based on a survey of more than 2,220 Canadians, followed by Dove (a soap and skin product manufacturer) in second place for the second year in a row. Tim Hortons claimed the third ranking, dropping two spots after it was named the most trusted brand in 2022. With Tim Hortons and Canadian Tire topping the list, the importance of localization is evident. Many of the top brands are strong domestic brands which helps contribute to a higher level of trust. Canadian Tire’s Triangle Rewards loyalty program may also have helped the retailer earn trust among consumers by adding more value to customers. In the US, the most trusted brand was Band-Aid, followed by UPS and Amazon. Google was the top brand in India and France, Paypal was the most trusted company in Germany, and Toyota was the most trusted brand in Japan. China's Alipay claimed the top spot in that country. The survey ranks top global brands based on net trust scores, meaning the share of consumers who trust brands minus the share of those who distrust the brand.

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