TELUS Named Top Telecom, Cable Company in ‘Gustavson Brand Trust Index’

Telus is the best in the telecom industry, according to the Gustavson Brand Trust Index released recently. After surveying 3,125 Canadians aged 18–35, the Peter B. Gustavson school of business awarded Telus the highest ranking, placing Telus above its main competitors, Rogers and Bell.

The Gustavson Brand Trust Index measures consumer perceptions against five brand value drivers: value (good value for money and fair pricing), quality (a rating for high brand quality), social equity (the value of a brand’s social and environmental performance), brand energy (strength in leadership, innovation, and dynamism), and finally, brand trust, which stands for a brand’s consistency, reliability, authenticity, and ethical performance.

To achieve the final results, Gustavson commissioned Envero Insights Ltd, which analyzed the performance of 249 Canadian companies via an online survey. Respondents rated companies and brands based on about 40 different factors.


What differentiates the Gustavson Brand Trust Index from Ipsos Reid’s Most Influential Brand study is that the latter looks at brand influence. By comparison, the Gustavson study looks at brand trust and the factors that correlate with consumer advocacy over 249 brands in 22 sectors. The business school says it intends to conduct the survey every Spring.

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