RBC Remains Canada’s Most Valuable Brand

RBC Remains Canada’s Most Valuable Brand

• Canada’s big brands show remarkable stability
• Top 5 brand value rankings unchanged
• Tim Horton’s is gaining fast, growing 43% in 2016

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 16^th a year ago to 33^rd, 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.