March 12th, 2024, YouGov
Canadians continue to trust well-known brands
YouGov analysis reveals that Amazon retains its place as the top-ranked brand among Canadians.
YouGov Global Best Brand Rankings are based on scores taken from YouGov BrandIndex – our industry-leading brand health tracker. The metric used is Index: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
Want to know your brand's score and where you stand with your competitors? Get in touch now!
Download YouGov's Best Brand Rankings brief and access our library of industry reports.Download rankings brief
Amazon proves that customer obsession pays off
In this year’s Best Brand Rankings, Amazon earned an aggregate Index score of 46.7 which was nearly three points higher than second-ranked Google.
“Amazon delivers anything and everything to its customers, whether it be packages, groceries, technology, or TV shows while also providing businesses with a platform to sell their products. The breadth of services combined with the universal trust and knowledge of the brand led to the multi-faceted corporation retaining the top spot in this year’s Best Brand Rankings for Canada.”
The competition for second place was tight between Google and Costco as Google earned an index score of 43.9, just barely ahead of Costco’s 43.4.
The rest of the best brand rankings saw many companies remain in the top 10 from last year’s report as Toyota is the only brand that is new to the top 10 rankings.
How is your brand performing?
Want to learn what’s fueling today’s most resonant brands and how consumers feel about yours? Get in touch to see how your brand compares against the competition in your markets.
Methodology
The brands in YouGov Global Best Brand Rankings were ranked based on the Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation from hundreds of thousands of surveys from January 1 to December 31, 2023
The Best Brand Improvers charts rank the brands with the highest increase in Index scores, comparing scores from January 1 to December 31, 2023, to the previous 12-month period.
All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 18 months to appear in the Improvers tables.
Download YouGov's Best Brand Rankings brief and access our library of industry reports.Download rankings brief