Reputation 2025: Canada’s Brand Standouts of the Year

Reputation, the invisible currency every business trades in, blends public perception, trust, and earned admiration. As Oxford defines it, reputation is “the beliefs or opinions that are generally held about someone or something.” But in the business world, it’s more than just an opinion: it’s also a powerful driver of consumer loyalty, brand equity, and long-term success.   

That’s precisely why Leger is so focused on corporate reputation and why our Reputation study exists. We help organizations understand where they stand and how to grow. We unveiled the 2025 Reputation ranking in April, spotlighting the companies Canadians admire most. 

So, what did these companies do differently from their competitors? How did they end up at the top of the list? Let’s dive into the top 3’s why and explore the distinctive factors that set them apart. 

For more information on the study, contact our team. 

Before diving into the results, let’s discuss how the reputation score works. It’s calculated by subtracting the Bad Opinion score from the Good Opinion score, resulting in a value ranging from +100 to -100. While the formula may seem simple, the score holds deep significance.  

A reputation score can fluctuate year over year: brands rise and fall not only because of performance or controversy but also because of evolving public expectations, industry-specific pressures, or even broader social shifts. That’s why it’s so important to understand the meaning of a score.  

Through years of research and data, Leger has identified six key pillars that shape a company’s reputation in the eyes of Canadians: 

1. Financial Success: Are they profitable, stable, and performing well? 
2. Social Responsibility: Do they give back to society and operate ethically? 
3. Honesty and Transparency: Do they communicate clearly and truthfully? 
4. Quality of Products and Services: Do they consistently deliver value? 
5. Innovation: Are they forward-thinking and continuously evolving? 
6. Attachment: Do people feel an emotional connection to the brand? 

It’s important to note that not all pillars carry the same weight across industries. For example, innovation plays a bigger role in sectors like tech or pharmaceuticals, while emotional attachment may be a key differentiator in retail. 

Let’s see how our top three brands delivered on these pillars and what made them 2025’s most admired. 

Securing the #3 spot with a score of 73, Samsung’s rise in the rankings can be attributed to its relentless pursuit of innovation, from phones to home appliances. Samsung was also named the world’s best brand in YouGov’s Best Global Brands 2025 rankings, marking its second consecutive year at the top. This accolade reflects its success in delivering innovative products that resonate with consumers worldwide, namely in Canada. (Source: Samsung)   

To summarize, Samsung offers a variety of products that cater to consumer needs. Its ability to marry innovation with value has been a key factor in its global success, which has awarded the brand the third position in our reputation ranking.    

Holding steady at second place for the fourth consecutive year with a solid score of 74, Sony continues to define quality and innovation in the electronics industry. Sony’s commitment to producing reliable and cutting-edge products has earned it a loyal customer base. Its diverse portfolio, including the PlayStation consoles and BRAVIA televisions, showcases its ability to blend technology with entertainment seamlessly. (Source: Latterly)  

While not as flashy as newer brands, its strong and steady brand image plays well into reputation scores. 

For the first time, Costco overtook the #1 spot in Leger’s annual Reputation Study, a significant leap from its tenth spot in last year’s study! This ascent is not due to pure luck. This jump is the result of a steadfast commitment to value, quality, and ethical business practices. (Source: Canadian Grocer)

Costco’s reputation is also bolstered by its treatment of employees. With average hourly wages around $31 and entry-level positions starting at $19.50, way beyond the minimum wage across Canada, Costco sets the industry standard, being the top employer in Canada with a score of 79. Over 50% of its employees have been with the company for over five years, reflecting high job satisfaction and low turnover.  

In our fast-paced world, where consumer expectations shift rapidly and reputations can be built and broken in seconds, brands that stand out deliver their promises and stay true to their values. Costco, Sony, and Samsung each embody different strengths, but they all excel because they’ve earned consumers’ trust through consistency, quality, and a deep understanding of what matters most to Canadians.  

These companies prove that reputation isn’t just about being known; it’s also about being respected.  

Conclusively, one thing is clear: companies that invest in the six pillars of reputation will rise in the rankings and the hearts and minds of Canadians.  

Want to know where your organization stands and how to stay ahead of the curve? Let’s talk.