Blackberry, Canada's leading global brand loses $1bn in value and suffers a brand strength downgrade

  • Brand Finance plc releases the results of the analysis on the top 15 Canadian brands performance since January 2011
  • The majority have achieved positive results with a combined growth of 5%, set against a drop of 2% for the 100 biggest global brands
  • A strong steady economy supports growth in the Canadian banking sector, with Royal Bank of Canada taking the top position with a value of $7.5bn
  • However the one truly international brand, Blackberry has dropped 25% of its brand value, relegating it to 10th position.

TORONTO, Sept. 15, 2011 /CNW/ - The latest analysis from Brand Finance plc. demonstrates that most leading Canadian brands are continuing to recover from the recession, with sustained increases in brand value since January. The combined value of the top 10 Canadian brands has now reached $47.3bn. However this is still a billion dollars less than the value of the world's most valuable brand, Google ($48.3bn).

Blackberry's dramatic decline comes as other handset providers are encroaching on the traditional B2B space, impacting handset sales. Blackberry has also failed to recently capture the hearts and minds of consumers globally in the way that Apple has managed to do.  The Blackberry Playbook tablet device has struggled since its launch last April and has disappointed investors by failing to meet initial targets.

Other brands in the top 15 are focused on sales within Canada, which have allowed them to grow significantly. Imperial Oil saw the biggest jump in brand value increasing by 32%. Telco leader Bell and bank brand CIBC also saw their value rise by more than 20%.  Loblaws has dropped in value as a result of sustained pressure from lower cost retailers such as Walmart.  Bombardier has suffered due to the loss of contracts with key global clients.

The brand strength and value of 'Brand Canada', defined as aggregate value of all individual corporate Canadian brands and the Canadian nation brand, has also increased to $1.48tn.

The Brand Strength rating for 'Brand Canada' has moved up to AA+, taking it ahead of 'Brand USA' with a rating of AA-. A comparison of the nation brand results for 'Brand Canada' and 'Brand USA' highlights that the brand equity of 'Brand Canada' is significantly higher than 'Brand USA'.

David Haigh, CEO, Brand Finance plc. comments: "There is no disputing the consistent strong performance of brands in Canada this year. But when it comes to managing global brands, Canada appears to be weaker. There is a stark contrast when you compare the drop in brand value of Blackberry, with iPhone maker Apple, which saw a 33% rise in value over the same period. While Apple is recognised for its flow of new innovative products, Blackberry appears to have taken its foot off the gas. As ambitious brands that are prospering within Canada look beyond their national borders, it remains to be seen if Canadian brands can become truly global leaders."

"Blackberry is a tremendous high-end brand which has faltered in the last 12 months.  But it still has the opportunity to capitalise on its strengths in both B2B and B2C markets.  Apple is in a precarious position having over-reached itself and having lost its brand visionary, Steve Jobs. Nokia, Samsung, HTC and Motorola all face significant challenges and uncertainties.  RIM has a huge opportunity to turn the tide if it can refocus its brand strategy, innovate new products, capitalize on its distribution strengths and leverage its established brand equity.  We should never forget that Blackberry is a much loved brand worldwide,"  says Edgar Baum, General Manager, Brand Finance Canada.

Notes For Editors

About Brand Finance plc Nations Brand Index

The BrandFinance® Nation Brands Index, developed in conjunction with Simon Anholt the nation branding guru, is the most extensive and thorough analysis of nation brand values. It is calculated by applying a similar methodology to the one used to value commercial brands. The analysis uses detailed economic data, infrastructure data and perceptual market research data to rate and then value each nation brand.

About Brand Finance plc

Brand Finance plc is an independent global business focused on advising strongly branded organisations on how to maximise value through effective management of their brands and intangible assets. Since it was founded in 1996, Brand Finance plc has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars. Its clients include international brand owners, tax authorities, IP lawyers and investment banks. Its work is frequently peer-reviewed by the big four audit practices and its reports have been accepted by various regulatory bodies, including the UK Takeover Panel.

Brand Finance plc is headquartered in London and has a network of international offices in Amsterdam, Athens, Bangalore, Barcelona, Cape Town, Colombo, Dubai, Geneva, Helsinki, Hong Kong, Istanbul, Lisbon, Madrid, Moscow, New York, Paris, Sao Paulo, Sydney, Singapore, Toronto and Zagreb.

Image with caption: "Top 15 Canadian brands (CNW Group/Brand Finance plc)". Image available at:

Image with caption: "Comparison of 'Brand USA' and 'Brand Canada' brand strength attributes (CNW Group/Brand Finance plc)". Image available at:

SOURCE Brand Finance plc

For further information:


FOR INTERVIEWS WITH BRAND FINANCE CEO, DAVID HAIGH (visiting Toronto September 14 - 16, 2011) contact:

Edgar Baum
General Manager
Brand Finance Canada
18 King St. East, Mezzanine Floor
Toronto, ON M5C 1C4
M: 647-922-6238
F: 416-361-0548

Brand Finance plc

Katy Bergson
Tel: 0207 389 9400

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