The Globe and Mail reports in its Friday edition that Air Miles took the biggest hit to its reputation out of more than 200 brands in Canada in the past year. The Globe's Susan Krashinsky writes that planned changes to the loyalty program's expiry policy in 2016 resulted in angry customers and complaints to its retail partners. That is according to the 20th edition of the Corporate Reputation Study from pollster Leger, which asked 2,100 Canadians their opinion of 234 companies in 28 business sectors. Leger gives reputation scores by assessing whether people were aware of each brand, and if they were, whether their opinion of each was positive or negative. The brands Canadians admire most, according to the study, are Google, Loblaw, Shoppers Drug Mart, Canadian Tire, Tim Hortons and Dollarama. "What it all comes down to is the customer experience. That's the biggest variable -- both for companies in the top 10, and those that have seen the biggest decline," said Kim West at National Public Relations. "Reputation cannot be managed exclusively by the communications and marketing folks. It is a shared responsibility across all functions of a business, to ensure the integrity of the customer experience."