Interbrand Canada has released its fifth biennial 2014 Best Canadian Brands  report, which examines and ranks Canada’s top 25 brands by brand value. The total value of the 25 Best Canadian Brands is C$72.8 billion – a four per cent increase over the total value of the 2012 ranking.
“Canadian brands are faced with extraordinary and unique challenges, making it imperative that they have the courage and confidence to step out of line to transcend the ‘business as usual’ approach,” noted Carolyn Ray, Interbrand Canada’s newly appointed Managing Director. “TD retains its position as the country’s most valuable brand, and we’re thrilled to see new entrants like Dollarama, Westjet, Canadian Pacific Railway and Cineplex join the 2014 ranking.”
“World-changing brands don’t wait in line. They leave industry norms behind, redefine sectors, and embrace innovation to compel and captivate consumers, employees, and stakeholders alike,” Ray continued. “Many Canadian brands are transforming their industry sectors, and aspire to become great global brands that deliver business value to their stakeholders.”
This year’s top findings include:
- TD retains its #1 position, with a brand value of $10.8 billion, one of eight brands from the financial services sector. Seven of the eight financial services brands experienced double-digit growth: TD (#1; +11%), RBC (#2, +33%), Scotiabank (#4; +94%), Bank of Montreal (#11; +17%), Canadian Imperial Bank of Commerce (#12, +10%), National Bank of Canada (#16, +17%) and Investor’s Group (#22; +36%).
- Top Risers: Scotiabank (#4) is closing the gap on TD and RBC as the top riser, increasing 94 per cent in brand value to $7.7 billion. Telus (#10) continues to get closer to Bell and Rogers in the telecom industry, growing 46 per cent to $2.9 billion in brand value;
- RBC (#2), business information aggregator Thomson Reuters (#3) and Canadian restaurant giant, Tim Hortons (#5) round out the top 5;
- Four new entrants joined the 2014 ranking, including Dollarama (#15), WestJet Airlines (#20), Canadian Pacific Railway (#21) and Cineplex (#24);
- Falling out of the Top 25 from 2012 are Blackberry (#4 in 2012), Bombardier (#16 in 2012), SunLife Financial (#17 in 2012) and Future Shop (#24 in 2012).
“We are thrilled to be ranked first among Canadian brands by Interbrand,” said Dominic Mercuri, Chief Marketing Officer, TD Bank Group. “The strength of our brand is a testament to the relentless commitment of our employees, who uphold our promise of comfortable banking and bring it to life every day.”
Interbrand’s 2014 Best Canadian Brands
|BRAND||SECTOR||2014 BRAND VALUE
|% CHANGE IN BRAND VALUE|
|3||2||Thomson Reuters||Business Services||8,279||-13%|
|7||8||Shoppers Drug Mart||Retail||3,193||0%|
|11||11||Bank of Montreal||Financial Services||2,739||17%|
|16||18||National Bank of Canada||Financial Services||971||17%|
|22||23||Investors Group||Financial Services||617||36%|
Criteria for Inclusion
There are several criteria for Interbrand’s Best Canadian Brands ranking. Interbrand compiles a list of Canadian brands from our marketing database based on more than 25 years of valuing brands and over four decades of consulting with organizations in Canada and around the world. All brands were subjected to the following criteria: the brand’s country of origin must be Canada; there must be substantial publicly available financial data; economic profit must be positive; and the brand must have a broad public profile and awareness.
There are three components to our analysis:
- Financial Analysis: measures the overall financial return to an organization’s investors, or its economic profit;
- Role of Brand: measures the portion of the decision to purchase that is attributable to the brand, relative to other factors;
- Brand Strength: measures the ability of the brand to create loyalty, and therefore to keep generating demand and profit into the future.
Having pioneered brand valuation in 1988, Interbrand has a deep understanding of the impact of strong brands on the key stakeholder groups that influence the performance of business, namely (current and prospective) customers, employees and investors. Recognized as the global standard for brand valuation, Interbrand’s methodology seeks to provide a rich and insightful analysis brands, providing a clear picture of how the brand is contributing to business results today, together with a roadmap of activities to ensure that it is delivering even more tomorrow.