Gustavson Brand Trust Index

Reflections on trust

Gustavson dean Saul Klein highlights how business can be the solution to society's deteriorating trust

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Gustavson Brand Trust Index 2016 

The Gustavson Brand Trust Index (GBTI) measures Canadian consumers' opinions about 276 corporate and product brands across 27 categories. The GBTI evaluated responses collected from 6384 Canadian consumers to assess their levels of brand trust and examine what causes them to recommend a brand to their friends and family.

Opinion: Canadians trust their toothpaste more than their banks

In an op-ed for the Vancouver Sun, Dr. David Dunne explores the findings of the 2016 Gustavson Brand Trust Index, highlighting that Canadians trust their toothpaste more than their banks.  

In Brands We Trust? - The Branding Roundtable

Dr. Saul Klein was recently a panelist on The Branding Roundtable. Joined by fellow global branding leaders, the panel discussed the recent findings of The Edelman Trust Barometer. The study found that society - including business - is in a deep crisis of trust. Dr. Klein offered his insights on consumer brand trust drawn from the Gustavson Brand Trust Index survey findings. A copy of the panelist discussion can be downloaded here.