The most reliable Canadian brands

Every year in Canada, the Victoria University School of Business ranks the brands Canadians trust most. A trusted brand's reputation has to be earned — it reflects how customers feel about the retailer, the quality of service and products, the fairness of prices, and other factors. We periodically write about the most trusted Canadian stores, because this information is very useful for immigrants: if Canadians choose these retailers, you too can trust them and buy quality goods at nice prices.

What does brand reliability consist of?

Of several factors. In complex scientific studies, scientists consider hundreds of indicators, but we will name just a few of the main ones.

• Quality. Here everything is defined simply — everyone intuitively understands that quality food must be fresh, healthy, and tasty; quality clothing must be comfortable, durable, and beautiful. Fortunately, Canada is very strict about this, so the market pleases customers with good products. There are many federal regulators protecting consumer rights.
• Responsibility and ethics. This includes many things: whether the brand treats its customers and employees well, whether it cheats on them, whether its production facilities do not harm the environment, etc. Canadians care about how big stores affect society and the environment. They only want to sponsor projects with a clear conscience.
• Transparency. Buyers want manufacturers to be honest with them. This is especially important for products that come in direct contact with the body — food, cosmetics, clothing. People deserve to know what their food and clothing are made of and how it can affect their health. Responsible brands don't withhold information about ingredients.
• Consistency. Good brands provide consistently good products. If today's bun from the store is bad, even though yesterday's batch was delicious, the brand is not trustworthy.
• Caring. We all like to be taken care of and made our lives easier. Canadians like stores that try to make the process of choosing, buying, and paying as comfortable as possible.

What brands did Canadians trust in 2022?

There are many unusual ones among them, but there are also more understandable food or machinery manufacturers.

1. Canadian Automobile Association — a well-deserved winner

This non-profit organization won for the third year in a row: Canadians are very satisfied with the service, speed of work, and quality of service. This non-profit was founded in 1913. It now has a membership of 6 million Canadians. For a country with a population of 40 million, that's impressive — 1/8 of the population chooses the CAA. It provides its users with access to a wide range of automotive services, such as car towing, tire changes, towing, gasoline discounts, and many others. It also makes maps and travel guides.

For Canadian realities, the CAA's primacy is not surprising. Part of the country is occupied by mountains and forests, and it has a very harsh climate. Cars break down and wear out, and tires have to be changed often. An NPO that provides services to motorists is vital here.

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