IGA, Rona and Lindt are Québec's most trusted brands according to the Gustavson Brand Trust survey

Costco and Canon stand out as the only two brands to make the top ten most trusted brands in Québec and Canada overall.

The Gustavson Brand Trust Index (GBTI) measures Canadian consumers' opinions about 276 corporate and product brands across 27 categories. The GBTI evaluated responses collected from 6384 Canadian consumers to assess their levels of brand trust and examine what causes them to recommend a brand to their friends and family.

Canada's top ten most trusted brands:

1. MEC (Mountain Equipment Co-op)
2. President’s Choice
3. Costco
4. Home Hardware
5. Shoppers Drug Mart / Pharmaprix
6. Canon
7. DavidsTea
8. Fairmont Hotels & Resorts
9. Band-Aid
10. Columbia Sportswear

Québec's top ten most trusted brands:

1. IGA
2. Rona
3. Lindt/Lindor
4. Sony
5. Canon
6. Purolator
7. Samsung
8. Costco
9. Agropur
10. FedEx

Gustavson Brand Trust Model

The brand trust survey instrument measures different dimensions of trust that influence whether consumers recommend a brand to their networks:

• Brand trust – consumer perceptions of whether the brand is trustworthy and acts with integrity
• Values-based trust – consumer perceptions on the brand’s social responsibility
• Functional trust – consumer perceptions on how well the brand’s product performs or functions
• Relationship trust – consumer perception on how the brand interacts with its customers
• Net recommendations – whether consumers recommend the brand to others