Leger reveals the most established companies

Light presents a list of the most respected companies by Canadians and Quebecers in 2022 as part of the 25th annual reputation survey.

Imaginary Light, Reputation is the only study that provides a comprehensive industry reputation analysis in Canada. In particular, it allows companies to track their reputation over time. This year, the firm surveyed more than 38,000 Canadians to find out what they think of more than 285 companies in 30 different industries. per serving The survey polled 17,221 Quebecers to find out their views on 354 companies in 35 different industries.

Performed annually Reputation based on 6 recognized pillars according to an exclusive model Light : financial sustainability, social responsibility, honesty and transparency, quality, commitment and innovation.

In 2022, a survey was conducted in Canada in a new sector: professional sports teams.

List of 10 most reputable Quebec companies in 2022

  • Jean Coutu (score: 84)
  • Google (score: 82)
  • IGA (score: 80)
  • Canadian tire (score: 79)
  • Interac (score: 78)
  • Underground (score: 75)
  • sony (score: 75)
  • YouTube (score: 74)
  • Microsoft (score: 74)
  • Toyota (score: 74)

Methodology: 17,221 Quebecers were surveyed to find out their views on 354 companies in 35 different industries.

List of the 10 most established professional sports teams in Canada in 2022. Note that each sports team was surveyed in their respective market.

  • Toronto Raptors (Reputation Score: 59)
  • Toronto Blue Jays (Reputation Score: 57)
  • Winnipeg Jets (Reputation Score: 55)
  • Montreal Aluets (Reputation Score: 51)
  • Calgary Stampeders (Reputation Score: 50)
  • Toronto Maple Leafs (Reputation Score: 48)
  • Calgary Flames (Reputation Score: 47)
  • Edmonton Oilers (Reputation Score: 46)
  • Vancouver Canucks (Reputation Score: 46)
  • Winnipeg Blue BombersReputation score: 45)

Montreal Canadiens ranked 17th and CF Montreal ranked 22nd.

Some points of the study

Aside from a few surprises worth mentioning, such as the return of Google after 2as well as up or down Canadian tire In 5as well as after its leading position in 2021 or even joining YouTube at 9as well as this year, in general, the reputation of the best no longer corresponds to what it used to be. It is in this state of mind Light This year I decided to take a step back in order to compare data ten years apart, that is, for 2013 and 2022. This analysis of the top 50 over these two years reveals some very instructive observations about the major trends in terms of corporate reputation over the last ten years in the country.

First, overall, the 2022 50 Most Admired Companies list shows an average -8 point decline in reputation scores compared to 2013. In 2022, the highest score in Canada is 73 and in 2013 it was 91, a drop of -18. In Quebec, the drop is slightly less noticeable, but just as noticeable, with 84 being the highest reputation score in 2022 and 96 in 2013, a drop of -12 points.

This overall drop in reputation scores among our leaders is then mainly due to a notable drop in % good opinion, regardless of industry. There is a slow destruction of brand equity, even among the upper class.

Finally, as a consequence of these first two observations, Light noted a set of vases communicating between % good opinion and from don’t know enough have opinion, with an average increase of 19% in Canada and 6% in Quebec in 2022 compared to 2013.

There is a loss of brand value in public opinion. In short, if large established companies continue to rank in the top 10, see top 20 or top 50 companies, they do so today with lower reputation scores than they have in the past. The challenge for companies will be to better understand how their customers perceive them and take action to rebuild their relationship,” he said. Christian burkexecutive vice president at Light.

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