Interbrand’s fifth biennial report, 2014 Best Canadian Brands, has been issued. A few major Canadian companies are missing from the top 25 list.
Interbrand examines and ranks Canada’s top 25 brands by brand value. The latest list, which has a total value of $72.8 billion – a four per cent increase over the total value of the 2012 ranking, was led by the major banks TD and RBC who came in No. 1 and No. 2.
As you might have guessed, BlackBerry was one such long-standing company dropped from the list. FutureShop was also dropped, replaced by a dollar store called Dollarama.
“Canadian brands are faced with extraordinary and unique challenges, making it imperative that they have the courage and confidence to step out of line to transcend the ‘business as usual’ approach,” said Carolyn Ray, Interbrand Canada’s newly appointed managing director.
Most of the top 25 Canadian companies selected are in the financial sector. If you disagree with Interbrand’s ranking of BlackBerry (or lack thereof), let Interbrand know by contacting them here.