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TD tops Interbrand’s Best Canadian Brands list

Find out who is in the Top 10 and what Interbrand sees as brand priorities for each

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.


 


 

#1  (2012 rank: 1) TD: Brand value – $10.8B, up 11%
TD is in an excellent position to elevate the meaning of Green Chair comfort, putting the banks in the uncomfortable position of having to deliver an entirely new level of service.

#2  (2012 rank: 3) RBC: Brand value – $10.5B, + 33%
CEO Gord Nixon gave Canadians a reason to see RBC differently with an open, honest letter to Canadians pledging not to send work offshore as a salary-saving tactic.

#3  (2012 rank: 2) Thomson Reuters: Brand value – $8.3B, -13%
Thomson Reuters needs to reverse a slow decline driven by an oversupply of data by addressing an undersupply of relevant, insightful and actionable information.

#4  (2012 rank: 5) Scotiabank: Brand value – $7.7B, +94%
Scotia’s “You’re richer than you think” campaign was successfully shifted to capture emotional riches. Scotia also wins with a sponsorship strategy that feeds the arts and aligns with sports.

#5  (2012 rank: 6) Tim Hortons: Brand value – $3.9B, +13%
Tims is the QSR leader but competitors have been elevating consumer expectations. Tims needs to think beyond menu extensions and geographic expansion. Maybe a new sit-down restaurant?

#6  (2012 rank: 9) Bell: Brand value – $3.3B, +9%
Bell faces competitive headwinds if it keeps coming up with daring new ways of putting people at the centre (Let’s Talk) and aligns with their values, it will earn a loyal, committed and satisfied customer base.

#7  (2012 rank: 8) Shoppers Drug Mart: Brand value – $3.2B, unchanged
Large format Loblaw/Shoppers stores could provide true one-stop shopping but it’s the smaller urban combined stores that could become this combined super-brand’s true point of differentiation.

#8  (2012 rank: 10) Rogers: Brand value – $3.2B, +6%
“Why Rogers?” Incoming CEO Guy Laurence is looking to answer in a new way. He must provide internal stakeholders with clarity on what the brand means when it comes to customer experience.

#9  (2012 rank: 7) Lululemon: Brand value – $2.9B, -10%  
Millions of Lululemon loyalists were sorely disappointed with what they saw from the beleaguered brand in 2013: in particular what they heard from founder Chip Wilson. But the firm’s personality lives on.

#10 (2012 rank: 13) Telus: Brand value – $2.9B, +46%
Telus has led with customer service. It could buy its way into media or cable. More likely, it will listen to how people want to consume media and build a visionary new model of a Canadian telecom.

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