Canada’s top brands have increased their brand value by US$6.1 billion (3%) over the past year, reflecting their sustained strength, resilience and ability to remain relevant, as challenging economic headwinds continue.
Highlights from this brand ranking, which includes the opinions of more than 60,000 people about 800+ brands across 65+ categories, reveal:
• RBC is Canada’s most valuable brand for the sixth year, with a brand value of US$35.6bn
• TD remains at No. 2 (US$22.5bn) and lululemon at No.3 ($16.9bn)
• Dollarama (No.10; $5.2bn) is the fastest riser with 48% growth in brand value
• MAC Cosmetics ($4.2bn) is the highest new entry at No.11
• Retailers Homesense (No.26; +35%), Maxi (No.33; +34%) and Winner’s (No.23; +25%) feature in the top 10 fastest-rising brands
• Seven insurance brands have also seen strong performance this year: Canada Life (No.16; +36%), Manulife Financial Corporation (No.13; +36%), and Sun Life (No.12; +28%)
• One third of Canada’s Top 40 are perceived to be highly Meaningful and Different, with further opportunities to accelerate their growth by predisposing more people to buy at the right price, being more present at the point of purchase, and finding new space for growth.
Download the presentations from the launch event here:
Insights from Kantar BrandZ’s Top 100 Most Valuable Global Brands 2024. Martin Guerrieria, Head of Kantar BrandZ
The Blueprint for Brand Growth. Marc Glovsky, Senior Brand Strategist
Canadian Local Gems. Ryan Crooker, Vice President, Client Service
Brand Inclusion Index. Tanya Whitehead, Client Partner, North American Sustainability Practice
Kantar BrandZ Canada 2024
Infographic
Delve into the ranking results in this infographic, which reveals the Top 10, Newcomers, Top Risers and breakdown by category. Canadian brands sit near the top of the leaderboard when it comes to brand value generated per capita, but they also tend to derive the bulk of their value from their home market, relying on a passionate local following rather than a broad international audience.
Video
Find out which Canadian names made the top 40 most valuable brands ranking in this video. Canadian brands that increased their Meaningful Difference over the last five years saw twice the value growth of those that did not. Kantar’s Blueprint for Brand Growth guides brands on engineering growth by building Meaningful Difference through three key accelerators: Predisposing More People to buy at the right price, Being More Present at the point of purchase, and Finding New Space for growth.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
Canada is home to the world’s ninth largest economy. It is well-known for its high levels of foreign trade, especially with the United States, with which it shares the largest trading partnership in the world, with nearly US$2.6 billion crossing the border every day.
In 2023, Canada’s top 40 most valuable brands have achieved a total brand value of US$186 billion.
Highlights from this report, which is based on the opinions of more than 49,000 people covering 840 brands and 64 categories reveal:
• RBC remains Canada’s most valuable brand for the fourth time, worth US$34.7bn
• TD is the second most valuable brand in the ranking, worth US$25.4bn
• lululemon jumps up to third position, increasing its brand value by 8% to US$17.3bn
• Discount grocery retailer, Maxi, joins the ranking for the first time at No.34
• The list of fastest growing brands is led by discount retailers; HomeSense (No.30; +38%), Winners (No.28; +32%) and Dollarama (No.10; +19%), reflecting Canadian shoppers need for greater convenience and value.
Like many countries, Canada is living through a period of disruption, yet GDP should see strong growth of 3.8% in 2022 and 2.6% in 2023. Long lockdowns have left Canadians with ample savings and pent-up demand, so for now, people are continuing to get out and spend.
37 of the 40 Canadian brands in 2022’s ranking have experienced growth, which shows that Canadian brands have held strong, despite the challenges across the world. With a total brand value of $201 billion, Canada’s Top 40 brands have seen elite brand value growth of 49% since 2020.
As well as appearing at No.57 in the global ranking, RBC has retained its number one place as the most valuable Canadian brand ($38bn; +74%). The Food and Beverages category saw the highest brand value increase, with a phenomenal 290% increase in total category value. This year’s fastest-growing brand was Apparel brand, Aritizia, which grew by 102%. Five new brands join the ranking, led by Canada Dry, at No.30.
Canadian brands that are meaningful and salient have proven their strength, but differentiation is key to boost growth in the long-term, and prevent new upstarts from gaining an advantage.
2021 Kantar BrandZ Top 100 Most Valuable Global Brands: highlights
Martin Guerrieria, Head of Kantar BrandZ, provides a brief overview and key insights from the 2021 Kantar BrandZ Top 100 Most Valuable Global Brands study.
The role of sustainability in driving brand value
The pandemic has been an impetus to pause and reflect, and it has created important shifts in the consumer marketplace. What does this mean for your brand? Margaret McKellar, Vice President Brand Strategy & Innovation, Kantar Canada, shares highlights from Kantar’s latest research around the increased importance of environmental, social and corporate governance (ESG) and how it can drive brand value.
2021 Kantar BrandZ Canadian learnings
Paul Gareau, Head of Brand, Media and Content, Kantar Canada, explores how brand equity changed for the Top 40 Most Valuable Canadian Brands through the pandemic, looking at important consumer measures, including environmental sustainability, innovative delivery of products and services, and diversity & inclusion.
