CAA named second most trusted Canadian brand
The Canadian Automobile Association (CAA) was named the second most trusted brand in the country overall, the most trusted travel brand, and number one for relationship trust, among a list of 294 companies. The results were announced in the latest Gustavson Brand Trust Index, released this month.
“It is a great testament to the network of CAA Clubs and staff across the country to be recognized,” said CAA National President Tim Shearman. “We take great pride in the way we interact with Canadians – whether they are members or not – and this ranking is a reflection of that.”
CAA finished ahead of iconic global brands such as Apple, IKEA and Netflix. The overall most trusted brand was Canadian outdoor recreation retailer MEC – Mountain Equipment Co-op.
More than 6,000 consumers were asked to score companies and brands on different dimensions of trust – perceptions on how the brand interacts with its customers, whether the brand is trustworthy and acts with integrity, the brand’s social responsibility and whether consumers would recommend the brand to others.
“Trust is very important to CAA. Our members trust us to provide them with honest and helpful services and advice, and to advocate on their behalf – be it for travellers' rights, safer roads or consumer protection,” said Jeff Walker, Chief Strategy Officer. Walker also noted that the top three brands are membership-based organization – MEC, CAA and Costco – indicating Canadians find value in belonging to a society of members.
Conducted by the Peter B. Gustavson School of Business at the University of Victoria, the third annual Gustavson Brand Trust Index measures the performance of brands and companies in 26 industry sectors on a range of brand value measures.
CAA is a federation of eight clubs providing over six million members with exceptional emergency roadside service, complete automotive and travel services, member savings and comprehensive insurance services. CAA also advocates on issues of concern to its members, including road safety, the environment, mobility, infrastructure and consumer protection.