Title photo courtesy of Robert Mackalski and Integrated Brands.
What does it take to be considered the ‘best’?
According to Canadian Business Magazine, that title can only be measured by one metric: respect.
The bi-weekly publication, which has been in print in 1928, has just released a ranking of Canada’s most influential brands, their order determined by how much Canadians respect them. Five aspects are measured for each brand: the quality of its products and/or services; its customer service; its commitment to innovation; community involvement; and a person’s overall view of the brand. CB also offers an interesting look at how these brands capture consumers’ affection.
A brand must have originated in Canada, have a broad consumer profile, and have a significant presence in two or more regions across the country in order to be considered for the list.
Here’s the top 25:
1. MEC (Mountain Equipment Co-op)
“Founded for the sole purpose of selling affordable climbing gear to card-holding members, Mountain Equipment Co-op spent five years steering a gutsy course between the encumbrances of its past and the lure of fashion. The result is that MEC—minus the mountain—has become Canada’s most respected brand, and it couldn’t feel more natural.”
Photo: Parachute Design
2. Cirque du Soleil
“For 30 years, this transmedia entertainment pioneer has shown us that relentless originality is the difference between being a great Canadian brand and being a great brand that happens to be Canadian.”
3. WestJet
“Even as it spruces up for business travellers, WestJet still feels friendly—an image cultivated through savvy social media stunts like the 2013 masterstroke in which airline staff fulfilled Christmas gift wishes for a planeload of passengers. After 41 million YouTube views, that indelible image of generosity has been the gift that keeps on giving.”
4.Tim Hortons
“The longer we love Tim Hortons, it seems, the more we love Tim Hortons. The new owners should keep the recipe.”
Photo: Brendan Mcdermid / Reuters
5. Roots
“Right down to dressing celebrities, Roots blazed the trail that made brands like Canada Goose and Lululemon possible.”
6. Shoppers Drug Mart
7. Videotron
8. BRP (Bombardier Recreational Products)
9. Loblaws
10. Canada Goose
11. Gildan Activewear
12. Home Hardware
13. Canadian Tire
14. Lululemon
15. Saputo
16. Metro
17. TD Bank
18. Rona
19. McCain
20. Jean Coutu
21. Telus
22. Sun Life Financial
23. RBC
24. Molson Coors
25. IMAX
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