Bad news takes its toll on brand reputation in annual Canadian rankings GlobeBusiness
When research firm Leger conducted its annual survey of brand reputation in Canada in February, Boeing was doing all right. The company had 82-per-cent awareness among Canadians polled. And while just 41 per cent felt they knew the brand well enough to provide an opinion, most of them – 34 per cent over all – rated the brand positively.
“Boeing can come back, but they need to correct this,” Leger executive vice-president Dave Scholz said.The aviation company is not the only one that has been hit hard by negative headlines in the past year. Concerns about Facebook’s management of user data have been percolating for a few years, but Leger’s most recent study saw a dramatic decrease in the brand’s reputation score.
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