strategy/Decima Poll

When given a handful of top brands to choose from, it appears that the one Canadians like the most is...drumroll please...Canadian Tire. In last month's strategy/Decima poll, 32% of Canucks picked it when asked the multiple choice question: 'Of the following brands or companies, which one would you say you like the most?' The Tire beat out Tim Hortons (27%), President's Choice (25%), and WestJet (10%). Four percent replied none of the above and 2% didn't know.

When given a handful of top brands to choose from, it appears that the one Canadians like the most is…drumroll please…Canadian Tire. In last month’s strategy/Decima poll, 32% of Canucks picked it when asked the multiple choice question: ‘Of the following brands or companies, which one would you say you like the most?’ The Tire beat out Tim Hortons (27%), President’s Choice (25%), and WestJet (10%). Four percent replied none of the above and 2% didn’t know.

We took the four best- and worst-managed brands, as deemed by business leaders via a recent survey conducted by Toronto-based consultancy Spencer Francey Peters and research firm The Strategic Counsel, and asked consumers what they thought in two separate questions. As in, which do you like the most, and which do you like the least. In the SFP poll, Tim’s was crowned best-managed brand at 42%, followed by PC at 20% and Loblaws, Canadian Tire and WestJet at 18%.

Peter Francey, president of SFP, suggests Tim’s likely suffered from a lower rating in Quebec, where it is less established.

But he adds: ‘Canadian Tire is an incredible brand that survived change, plus ‘Crappy Tire’ and other names. They have

successfully reinvented themselves.’

He says the preferred brands deliver on their promises. That’s a far cry from what we’re seeing at the other end of the spectrum, he adds. In the SFP poll, Air Canada was the worst-managed brand at 46%, followed by Telus, Rogers and Bell at 16% apiece. In our survey, Rogers was the least liked at 26%, followed by Air Canada at 22%, Telus at 21%, and Bell at 15%. (Eight percent said ‘none of the above’ and 8% didn’t know.)

Francey says the telcos ‘have to consider what they’re doing, because none of them is succeeding.’ As for Air Canada, it now has Celine Dion. Guess time will tell whether she’ll help the airline soar or crash.

For full results, call Decima Research at 416-962-2013.