CAA ranked Canada’s second-most trusted brand by B.C.-based business school | Canadian Insurance

CAA ranked Canada’s second-most trusted brand by B.C.-based business school

A total of 12 insurers from the P&C and life insurance industries made the list of 294 companies

The Canadian Automobile Association (CAA) was named Canada’s second most trusted brand in the third annual Gustavson Brand Trust Index, which is published by the University of Victoria’s business school.

CAA is the only P&C insurer to make the top 10 of the Peter B. Gustavson School of Business’ annual index and came second to recreation retailer Mountain Equipment Co-op.

The study measures the performance of brands and companies in 26 industry sectors on a range of brand value measures. More than 6,000 Canadian consumers were asked to score brands based on respondents’ perceptions regarding how the brand interacts with its customers; whether the brand acts with integrity; the brand’s social responsibility; and whether consumers would recommend the brand to others. CAA beat out Apple, IKEA and Netflix in its second-place finish.

“Trust is very important to CAA. Our members trust us to provide them with honest and helpful services and advice, and to advocate on their behalf, be it for travellers’ rights, safer roads or consumer protection,” says Jeff Walker, CAA’s chief strategy officer.

A total of 12 insurers made the list of 294 trusted Canadian companies:

  • CAA: 2
  • Blue Cross: 65
  • Manulife: 102
  • Great-West Life: 116
  • Sun Life: 121
  • The Co-operators: 160
  • Intact Insurance: 183
  • Canada Life: 187
  • Green Shield Canada: 189
  • Desjardins Insurance: 208
  • Aviva Insurance: 233
  • Wawanesa Insurance: 243