February 1, 2017

RBC remains Canada’s most valuable brand

  • Canada’s big brands show remarkable stability

  • Top five brand value rankings unchanged

  • Tim Horton’s is gaining fast, growing 43 per cent in 2016

LONDON -- As a nation, Canada prides itself on stability and predictability, and those traits were reinforced in the latest ranking of the country’s most valuable brands. Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. Canada’s 100 most valuable brands are listed in the Brand Finance Canada 100 league table.

View the full list of Canada’s 100 most valuable brands here.

Royal Bank of Canada retained its position as the country’s most valuable brand, with a brand value of $16.6 billion, while its brand value grew by 26%. It was followed closely by TD Bank, with a brand value of $16.5 billion, telecommunications giant Bell ($12.7 billion), Scotiabank ($11.3 billion) and Bank of Montreal ($10.2 billion).

“The ranking is an interesting snapshot of corporate Canada and our domestic economy - banks and telcos at the top, with movement between retail companies, branded producers and resource producers,” says Mack Ferguson, a senior advisor to Brand Finance in Toronto.

One of the big gainers in 2017 is the fast-expanding Tim Horton’s food chain, which jumped to number 6 from 9 a year ago and enjoyed a 43% gain in its brand value ($10.1 billion). At the other end of the spectrum, embattled drug maker Valeant saw its rank plunge from 16th a year ago to 33rd, and its brand value fell 41% to $1.9 billion.

Globally, Google has replaced Apple as the world’s most valuable brand, with a brand value of US$109.5 billion, according to Brand Finance’s Global 500, Brand Finance’s list of the 500 most valuable brands from all countries.

In order to determine a brand’s value, Brand Finance first evaluates factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation to determine the ‘strength’ or ‘power’ of a brand. Brand power determines the proportion of overall business revenue that is contributed by a brand. For more information on Brand Finance’s methodology, definitions and highlights from this year’s study, please read see Brand Finance Canada 100 2017 report.

View the Brand Finance Canada 100 2017 report here.



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