Leger corporate reputation ranking
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.
But after news broke in March of the second fatal crash of the company’s 737 Max 8 aircraft in just six months – causing governments and airlines around the world to ground the planes – researchers decided they needed to go back into the field. They found that Boeing’s image had taken a major hit. The percentage of people with a negative opinion of the brand shot up to 30 per cent in March, from just 9 per cent the month before.
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