RBC secures top spot as Canada's most valuable brand for the eighth consecutive year

RBC's brand value hits $71.1 billion USD, surging 52%, according to Kantar BrandZ

Key takeaways:

• RBC remains Canada's most valuable brand for the eighth consecutive year
• Brand value reached $71.1 billion USD, up 52% year-over-year
• RBC's momentum extends beyond its home market, with its international presence exceeding the Top 40 average

TORONTO, Oct. 29, 2026 /CNW/ -- Royal Bank of Canada (RBC) is honoured to remain Canada's most valuable brand for the eighth consecutive year, a position it has held since the Kantar BrandZ ranking was first launched in 2019. According to the Kantar BrandZ 2026 Most Valuable Canadian Brands report, RBC's brand value reached $71.1 billion USD, up 52% year-over-year.

"In a complex world that's constantly evolving, a strong brand is a company's anchor – it's the trust we earn, the values we stand for, and the connection we have with our clients. That's why we're so proud to see RBC named Canada's most valuable brand for eight consecutive years," said Mary DePaoli, Executive Vice President and Chief Marketing Officer, RBC. "This recognition highlights the enduring strength of our brand both in Canada and globally, the confidence our clients place in us, and our employees' unwavering commitment to our clients and communities."

What's driving RBC's brand strength

RBC's brand momentum is increasingly being driven beyond its home market, with its international presence exceeding the average of the Top 40 Most Valuable Canadian Brands. RBC's overall equity is 2.6 times the category average, demonstrating an exceptional ability to convert strong recognition and meaningful customer connections into demand. With above-average future growth potential, RBC is well positioned to extend its leadership in the years ahead.

Earlier this year, RBC was named one of the world's 100 most valuable brands for the 20th consecutive year – ranking #55 globally, #7 in Global Financial Services and the highest-ranked Canadian brand, according to the Kantar BrandZ 2026 Most Valuable Global Brands report.

Why RBC is Canada's most valuable brand

RBC's Canadian brand strength has been supported by meaningful commitments across AI and technology leadership, bold sponsorships and community impact:

• Client excellence: RBC earned the most awards among Canada's Big Five banks in the Ipsos Financial Service Excellence Awards, including Customer Service Excellence. JD Power ranked RBC highest in customer satisfaction among the Big Five banks for a third consecutive year. RBC also received four top honours in Euromoney's 2026 Awards for Excellence, including Canada's Best Bank. RBC Direct Investing is changing the way Canadians invest with the launch of GoSmart, a new mobile-based solution designed to empower new and aspiring self-directed investors.
• AI leadership: RBC was recognized as the #1 bank in Canada and #3 globally for AI maturity by the Evident AI Index for the fifth consecutive year. RBC extended its Vector Institute platinum sponsorship, advancing responsible AI innovation and talent development through 2032.
• Technology innovation: RBC launched the C$1.4 billion RBCx Growth Fund I to invest in Canadian technology companies and introduced a quantum program to drive innovation and enhance cybersecurity.
• Strategic sponsorships: RBC announced a multi-year partnership with Canucks Sports and Entertainment (CSE) with its logo featured on Vancouver Canucks home jerseys, and RBC was named Wrexham AFC's new Back-of-Kit Sponsor. Demonstrating an ongoing commitment to Canadian programs, RBC marked its 19^th year as a major partner of TIFF, and celebrated its 11^th season of RBC Training Ground. Additionally, at the 2026 Milano-Cortina Olympic Winter Games, watched by over 30 million Canadians, RBC was the #1 recalled sponsor according to the Canadian Broadcasting Corporation (CBC) and Kantar.*
• Music leadership: RBC celebrated the first season of live entertainment at RBC Amphitheatre, which welcomed over 1 million fans and provided RBC clients with RBCxMusic benefits including exclusive ticket inventories, merchandise discounts, onsite upgrades and more. Through its RBCxMusic platform, RBC's position as the bank of music is further supported by a long-term investment to make music more accessible and experiential, providing over 8.2 million fans with ticket access, discounts and upgrades, over C$1.1 million back in savings to Canadians through Concert Cash, and donating more than C$150 million to music and arts organizations in Canada. Additionally, Avion Rewards members can now redeem their Avion points for tickets to thousands of live events across the country on Ticketmaster.ca.
• Community impact: RBC Race for the Kids continues to support charities across the globe, with seven events taking place in Canada in 2026. RBC announced the RBC Community Solar Program, that helps provide long-term revenue to participating community organizations to support the launch of solar projects.
• Reconciliation commitment: RBC invested in Seven Generations Capital's Growth Fund to support Indigenous economic development, and RBC Capital Markets established a specialized Indigenous Advisory & Finance practice and issued its C$500-million Indigenous Bond to serve and finance Indigenous communities and businesses.

"Kantar's BrandZ rankings reveal the powerful connection between consumer perceptions and business performance. RBC's achievement in retaining its position as Canada's most valuable brand for an eighth consecutive year, while remaining among the world's most valuable brands, reflects its enduring strength at home and growing influence internationally," said Scott Megginson, President, Kantar Canada.

Kantar BrandZ assesses brand value by combining financial data and extensive brand equity research, offering an in-depth view of over 22,000 brands in 54 markets.

*According to CBC TV and digital consumption data and Kantar measurement methodology.

About RBC

Royal Bank of Canada is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance. Our success comes from the 105,000+ employees who leverage their imaginations and insights to bring our vision, values and strategy to life so we can help our clients thrive and communities prosper. As Canada's biggest bank and one of the largest in the world, based on market capitalization, we have a diversified business model with a focus on innovation and providing exceptional experiences to our more than 19 million clients in Canada, the U.S. and 27 other countries. Learn more at rbc.com.‎

We are proud to support a broad range of community initiatives through donations, community investments and employee volunteer activities. See how at rbc.com/peopleandplanet.

About Kantar

Kantar is the world's leading marketing data and analytics business. We deliver the intelligence needed to power brand growth.

We provide the signals that help organisations act quickly and confidently. We empower brands to make effective marketing decisions based on predictive evidence. And we help them craft powerful growth strategies rooted in the connection between consumers, brands and enterprise value. All this is powered by our uniquely robust human and synthetic data, our unrivalled IP, our AI-native platform and the team of global brand experts that bring this all together.

About Kantar BrandZ 

Kantar BrandZ is the global currency when assessing brand value, quantifying the contribution of brands to business' financial performance. Kantar's annual global and local brand valuation rankings combine rigorously analysed financial data, with extensive brand equity research. Since 1998, BrandZ has shared brand-building insights with business leaders based on interviews with 4.6 million consumers, for over 22,000 brands in 54 markets. Discover more about Kantar BrandZ here.

For more information, please contact:

Elizabeth Maclagan, Corporate Communications, RBC

SOURCE RBC