Interbrand Announces Canada's 2012 Most Valuable Brands

TD leads the ranking of the 25 Best Canadian Brands; overall value increases by CAD $14 billion in brand value

TORONTO, June 6, 2012 /CNW/ - Interbrand, the world's leading brand consultancy and authors of the annual Best Global Brands report, has released its 2012 Best Canadian Brands report, a ranking of Canada's top brands by brand value.  Taking the top spot in this year's ranking is TD.

The resiliency of Canadian brands and their ability to drive higher brand valuations in the face of uncertain economic times is represented by an impressive $14 billion increase for the top 25 brands - up 24% over 2010's valuation, with gains across all sectors. The results demonstrate that companies putting brand at the core of what they do amplify their prospects for business success by thinking less mechanically and more holistically about creating value for the long term.

Ranking leader TD, which moves to No. 1 from No. 2 in the 2010 report, posted a 45% gain in brand value to $9.69 billion -- an improvement Interbrand attributes to TD's continuing attention to its customer experience combined with success in building on its strong masterbrand strategy.  Brands hailing from the financial sector did very well, overall. Nine of the top 25 are financial brands.

Lululemon displayed the biggest brand value improvement, rising a spectacular 292% to $3.24 billion and moving to seventh spot for 2012 from 17th in 2010.

"Lululemon demonstrates phenomenal success in diversifying beyond yoga apparel into a lifestyle brand that resonates with a much broader consumer audience," said Alfred DuPuy, Managing Director of Interbrand Canada. "The company boasts strong leadership and a well-engaged employee base and looks poised for strong continued growth in Canada and internationally."

Interbrand's Top 25 Best Canadian Brands for 2012: (CAD$m)

  1. TD (9,693)
  2. Thomson Reuters (9,548)
  3. RBC (7,929)
  4. BlackBerry (6,446)
  5. Scotiabank (3,965)
  6. Tim Hortons (3,441)
  7. Lululemon (3,245)
  8. Shoppers Drug Mart (3,179)
  9. Bell (3,059)
  10. Rogers (2,998)
  11. BMO (2,338)
  12. CIBC (1,984)
  13. TELUS (1,978)
  14. Canadian Tire (1,887)
  15. Manulife (1,866)
  16. Bombardier (1,234)
  17. Sun Life (1,053)
  18. National Bank (827)
  19. Molson (821)
  20. Shaw (759)
  21. Winners (679)
  22. IMAX (602)
  23. Investors Group (454)
  24. Future Shop (374)
  25. La Senza (365)

"It's important to note that our strongest brands embrace the 'blocking and tackling' approach that many others seem to dismiss as too basic. That means that keeping promises by delivering outstanding experiences every day should be the fundamental objective of any successful relationship," commented DuPuy. "What is more inspiring is how leading brands enhance those relationships, by sharing the personality of the brand and considering the entire brand experience, from messages and tone of voice to visual cues. These elements trigger key emotional connections that drive choice and engender loyalty".

Interbrand's complete 2012 Best Canadian Brands report can be viewed online at

About Interbrand
Founded in 1974, Interbrand is one of the world's largest branding consultancies. With nearly 40 offices in 25 countries, Interbrand's combination of rigorous strategy, analytics and world-class design enables it to assist clients in creating and managing brand value effectively across all touchpoints in all market dynamics. Interbrand is widely recognized for its Best Global Brands report, the definitive guide to the world's most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand's performance relative to sustainability. It is also known for having created, an international online exchange and resource about brand marketing and branding. 

About Interbrand Canada
Interbrand Canada offers end-to-end brand management solutions, helping clients identify what's best for their brand and business, and enabling them to act decisively to achieve their goals. Our exceptional knowledge of the Canadian business environment is matched with an ability to develop strategies for succeeding in global markets.

SOURCE Interbrand

For further information:

Media contacts:

Zoltan Lorantffy
Interbrand Canada

Robyn Hunt
Porter Novelli Canada

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