Canadian brands join the BrandZ™ rankings
Inaugural ranking shows the power of Canadian banks
It gives me great pleasure to welcome Canada to the BrandZ™ family of rankings. This year, we find many countries and businesses undergoing a period of considerable volatility and uncertainty—which Canada has largely managed to avoid. As a result, its brands inhabit one of the most politically stable and socially welcoming economies in the world today.
Canada is home to some of the strongest banks and most unique brands you can find anywhere. People around the world are familiar with financial giants like RBC and TD Bank. Consumers, especially in major cities, are gaining exposure to some of the country’s more iconic and adventurous brands, like Canada Goose, Lululemon, and Tim Hortons. Other Canadian brands, like Canadian Tire and Shoppers Drug Mart, may be less well known internationally but are beloved institutions in the country.
Overall, Canada’s Top 40 brands have a value of $143 billion in 2019. Adjusted for GDP, they are worth slightly above average when compared to other markets and contribute a considerable amount to the businesses that own them. What drives their value? The answer is the same as in many other countries: Meaning and Difference are key factors separating the good from the great brands.
But whether you’re a global or local brand, this report contains knowledge and insights to help you find growth in challenging times. Our Cross Category Themes, for example, highlight strategies that marketers can use to reach a rapidly changing customer base in the country. The Key Takeaways provide succinct, action-oriented recommendations for brands, based on our expert analysis of the market. And the Thought Leadership section of this report offers expert insights and strategies for reaching Canadian consumers. To highlight two of the articles, Scott Megginson uses a research-driven approach to explain how to reach women effectively in Canadian advertising, while Amy Badun gives us an uplifting look at Canada’s newfound confidence on the international stage.
How we can help
At WPP, we create the transformative ideas and outcomes that help our clients succeed in today’s complex and disruptive world. To accomplish this objective, we bring together remarkably talented thinkers and doers from around the world. They provide expertise in advertising; public relations; branding and identity; media investment management; retail and shopper marketing; and direct, digital, and relationship marketing.
One of our key WPP strengths—and a benefit for our clients—is that when we say we cover the world of brands, that’s exactly what we mean. WPP’s proprietary BrandZ™ database includes information from over 3.7 million consumers about their attitudes about and relationships with 166,000 brands in 454 categories across 51 country markets. All that produces more than 5.2 billion data points.
We have assembled an extensive library of BrandZ™ reports and I invite to you access them with our compliments at BrandZ.com. Here are just some of the reports you will find there: The BrandZ™ Top 100 Most Valuable Chinese Brands; BrandZ™ Top 100 Most Valuable US Brands; BrandZ™ Top 75 Most Valuable Indian Brands; BrandZ™ Top 50 Most Valuable Latin American Brands; BrandZ™ Top 75 Most Valuable UK Brands; BrandZ™ Top 50 Most Valuable French Brands; BrandZ™ Top 50 Most Valuable German Brands; BrandZ™ Top 50 Most Valuable Indonesian Brands; BrandZ™ Top 40 Most Valuable Australian Brands; BrandZ™ Top 30 Most Valuable Italian Brands; BrandZ™ Top 30 Most Valuable Dutch Brands; the BrandZ™ Top 30 Most Valuable Spanish Brands; and the BrandZ™ Top 75 Most Valuable Retail Brands. Gain access to all these reports at www.brandz.com.
We have the data, knowledge, experience, insight, determination, and single-minded purpose to help you create the transformative ideas and outcomes necessary for building valuable brands. To learn more about how to harness our passion to work for your brand, please contact any of the WPP companies that contributed expertise to this report. Turn to the resource section at the end of this report for summaries of each company and the contact details of key executives. Or feel free to contact me directly.
David Roth, CEO The Store WPP, EMEA & Asia Chairman, BrandZ™ and BAV Group
Brand Selection Criteria
Our proprietary BrandZ™ brand valuation methodology makes the Top 40 Most Valuable Canadian Brands 2019 the definitive study of brands in the country. The uniquely consumer-facing BrandZ™ methodology combines extensive and on-going consumer research with rigorous financial analysis. (See page XX for full methodology.)
We gathered brand perceptions from consumers across the global market and asked about brands with all kinds of ownership structures: individual private brands, family-owned conglomerates, and MNCs (Multinational Corporations). We selected brands that met our qualifying criteria: that the brand was originally created by a Canadian enterprise; and that the brand is either owned by a publicly traded enterprise or that its financials are published in the public domain. This approach produced a carefully conceived ranking of brands in 23 consumer-facing categories, including cars, banks, apparel, technology, and entertainment.
To learn more about the BrandZ™ valuation methodology, please contact:
Elspeth Cheung, Global BrandZ™ Valuation Director, Kantar Millward Brown Elspeth.Cheung@kantarmillardbrown.com.