Reader’s Digest yesterday announced the results of its ninth annual Trusted Brand survey, revealing two insurance companies that made the list.
The survey gathered the opinions of Canadian consumers to gauge how much brand image counts towards securing customer loyalty. Together with the survey, the results of an online independent opinion poll conducted by Ipsos Canada were also disclosed. The poll asked 4,009 Canadians to identify the brands they trusted the most within each category.
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The top brands identified across 30 product categories in the poll were awarded the Trusted Brand distinction by
Reader’s Digest.
Blue Cross was named the most trusted brand for the travel insurance category. The insurer has been in business for over 70 years, offering travel insurance coverage, as well as supplementary individual health insurance, group benefits and group life insurance.
For the life insurance category, Sun Life Financial topped the poll. Founded in 1865, the company also offers health insurance, with specific coverage for personal health needs, critical illness, long-term care, and disability.
According to the Trusted Brand survey, “93% of Canadians say they tend to buy products or services from companies they trust more.” In fact, 81% of the respondents said that they would be willing to pay a little bit more to support a product or service from a company they trust. Similarly, 91% said that they are more likely to invest their money in trusted companies.
“Companies compete for share of wallet; and to influence purchase decisions, companies need to present consumers with a point of difference - trust is that difference,” commented Reader’s Digest Brands-Canada publisher Karin Rossi.
“Companies have the responsibility of earning and nurturing consumers’ trust in their products and services. The Trusted Brand™ award program celebrates the 2017 winners, and is also a means for companies to effectively communicate Canadian consumers’ confidence in their brands throughout the year.”
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