Top Canadian brands have proved what we have often seen during challenging times in the past: good brands can cushion the blow of an economic shock. The BrandZ™ Top 40 Most Valuable Canadian Brands 2020 have largely held their value in the face of the crisis, falling only 6 percent, roughly in line with the S&P TSX index.

Royal Bank of Canada retains the top spot at number one with a brand value of $21.7bn. The Banking category makes the largest contribution to the ranking’s overall brand value, with a 42% share, with Telecom Providers second at 23%.

Lululemon was the biggest success story at number 4, with a rise in value of 60% to $12.1bn.

Retail was one of the fastest-growing categories, up 13% in total value. The single new entry was value retailer No Frills (no.39, $370 million). Four retail brands feature in the six fastest climbers; Food Basics (no.36, $419 million) up 24%, Dollarama (no.15, $1.9 billion) up 21%, Sobeys (no.34, $466 million) up 19% and Shoppers Drug Mart (no.20, $1.7 billion) up 17%.