TD Bank has held onto top spot in the 2014 Interbrand ranking for Best Canadian Brands, with RBC and Thomson Reuters rounding out the top three spots.
The Top 10 lineup is similar to the last Interbrand list from 2012, with some shuffling of spots and just one newcomer – Telus, which moved up from 13th spot to 10th.
Among the Top 25, Dollarama managed a dramatic debut on the list, reaching 15th spot. What made that move particularly surprising, Interbrand noted, is that the low-end retailer broke virtually all the retail rules in getting there. “Dollarama doesn’t advertise – except to promote new store openings,” the report says. “They don’t put items on sale. They don’t run in-store promotions. There’s no loyalty program… And coupons? Not accepted.”
The Interbrand rankings are based on three proprietary components that are judged relative to competitors: a detailed analysis of financial performance; the brand’s influence on generating demand in consumer purchase behaviour; and brand strength, as a measure of a brand’s ability to create sustained loyalty.
See the gallery to find out who is in the Top 10 and what Interbrand sees as brand priorities for each.