The Gustavson Brand Trust Index (GBTI), which measures Canadian consumers’ options about 294 corporate and product brands, has named the winners for 2017.
Enterprise Rent-A-Car was named as the winner for the car rental sector. Winners of Consumers Trust were selected by industry sector, which included 26 categories — ranging from travel to technology to restaurants to packaged foods to household care to financial services.
The GBTI evaluates responses by 6,560 Canadian consumers to look at consumer levels of brand trust and what causes them to recommend a brand to their friends and family.
The team behind the GBTI found that Canadian consumers closely link brand trust with consumer advocacy. The responses are indexed to provide rankings for the brands nationally, by category, gender, age, region, and income.
According to the 2017 GBTI, some insights include brand trust increases with age, brand trust decreases as income of a consumer increases, female consumers are more trusting than their male consumers, and values-based trust is becoming a more important driver of overall brand trust.
If the San Francisco-based ride-hailing app goes public with that value, it would be worth three times as much as Ford, and more than twice as much as Tesla.