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Canada's Leading Brands Don't Wait in Line: Interbrand Canada Releases Its 2014 Best Canadian Brands Report

Interbrand Canada today 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

2014

RANK

  2012

RANK

  BRAND   SECTOR   2014 BRAND VALUE
(CAD $MM)
  % CHANGE IN BRAND VALUE
1   1   TD   Financial Services   10,795   11%
2   3   RBC   Financial Services   10,531   33%
3   2   Thomson Reuters   Business Services   8,279   -13%
4   5   Scotiabank   Financial Services   7,695   94%
5   6   Tim Hortons   Retail   3,899   13%
6   9   Bell   Telecommunications   3,340   9%
7   8   Shoppers Drug Mart   Retail   3,193   0%
8   10   Rogers   Telecommunications   3,165   6%
9   7   Lululemon   Retail   2,920   -10%
10   13   Telus   Telecommunications   2,888   46%
11   11   Bank of Montreal   Financial Services   2,739   17%
12   12   CIBC   Financial Services   2,189   10%
13   14   Canadian Tire   Retail   1,708   -9%
14   15   Manulife   Financial Services   1,305   -30%
15   NEW   Dollarama   Retail   1,273   N/A
16   18   National Bank of Canada   Financial Services   971   17%
17   20   Shaw   Telecommunications   880   16%
18   19   Molson   Beverages   867   6%
19   21   Winners   Retail   763   12%
20   NEW   WestJet   Transportation   736   N/A
21   NEW   CP Rail   Transportation   631   N/A
22   23   Investors Group   Financial Services   617   36%
23   22   IMAX   Technology   580   -4%
24   NEW   Cineplex   Retail   545   N/A
25   25   La Senza   Retail   324   -11%

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.

About Interbrand Canada

Headquartered in Toronto, Ontario, Interbrand Canada celebrates 15 years of helping brands across industries solve their most pressing business challenges. With their exceptional knowledge of the Canadian business environment, the firm offers full service branding solutions including strategy, analytics, visual design, verbal identity and implementation focused on creating and managing brand value. Interbrand’s Best Canadian Brands, published every two years, examines and ranks Canada’s top 25 brands by brand value. To download the Best Canadian Brands Report, detailed brand profiles and thought leadership articles please visit www.bestcanadianbrands.com

About Interbrand

Founded in 1974, Interbrand is the world’s leading brand consultancy. With nearly 40 offices in 27 countries, Interbrand’s combination of rigorous strategy, analytics, and world-class design enables it to assist clients in creating and managing brand value effectively, across all touchpoints, in all market dynamics. Interbrand is widely recognized for its annual Best Global Brands report, the definitive guide to the world’s most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand’s performance relative to sustainability. It is also known for having created brandchannel.com, a Webby-award winning resource about brand marketing and branding. For more information on Interbrand, visit interbrand.com.

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