Interbrand launches Iconic Canadian Brands Report for Canada’s 150th anniversary

June 28, 2017

 


It’s Canada’s time to grow. Celebrating our history. Shaping our future.

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To showcase the influence and impact of Canadian brands in honour of Canada 150, we have released “The Interbrand 150: Iconic Canadian Brands Report — Our Time to Grow.” This report celebrates 150 companies, organizations and institutions that make us authentically Canadian, some of which pre-date our country’s 1867 confederation.

“Brands become iconic when they build an emotional connection with people’s values and beliefs,” said Carolyn Ray, Managing Director, Interbrand Canada. “When we asked Canadians about the brands that have shaped and defined their lives, we heard wonderful stories from people that convey their deep personal connections and pride in being Canadian.”

Key highlights

  • In this report, many brands fit into three main categories: innovators and entrepreneurs (such as Bombardier, BlackBerry and Roots); nation-builders (such as CP, CN and Parks Canada) and experience-shapers (such as TIFF, BeaverTails and the Terry Fox Foundation).
  • Most of the brands in the Iconic Brands Report have an average age of 85 years, with the Hudson’s Bay Company (HBC), Canada Post and the North West Company having the longest tenure (since 1670, 1763, and 1779 respectively), demonstrating that brand-building is a long-term commitment that requires constant adaptation, ongoing investment and strategic management.
  • Additional findings from the report are available here.

Click to journey through Canadian brand history.

Selection Criteria and Methodology

For more than 16 years, Interbrand Canada has studied the growth and progress of brands in Canada. Throughout spring 2017, Canadians were invited to nominate the brands they considered iconic and shared their personal stories. Brands were evaluated using Interbrand’s pioneering brand strength methodology — which powers the valuation and analysis of Best Global Brands and Best Canadian Brands — with a focus on the key dimensions of clarity, authenticity and engagement.

The brands featured in this report have been founded, established or have a unique story in Canada. Beyond that, they have purposefully leveraged their brand as part of their business strategy to create impact on Canada’s economy, culture and national pride. For this report, people, including celebrities, musicians and politicians were not included, as they do not fit our criteria related to measurable business growth.

“We are sure that this list will generate passionate discussion, and we tried to be as inclusive as possible,” said Ray, and suggested that all organizations should assess the clarity of their purpose, values and investment in brand. “The report is really meant to be a platform to not only celebrate the history of Canada but also understand the role that we, as Canadians, can play in shaping the future.

Throughout Canada 150, Interbrand invites Canadians to join the conversation about Iconic Canadian Brands using the hashtag #Interbrand150 and share their own experiences and stories.

Download a copy of the report.

About Interbrand Canada
Headquartered in Toronto, Ontario, Interbrand Canada combines 17 years of local knowledge with global insights to help businesses of all sizes, from emerging to business going global — grow. We believe that growth is achieved when an organization has a clear strategy and delivers exceptional customer experiences. Interbrand publishes the highly influential annual Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brandchannel, and The Interbrand 150: Iconic Canadian Brands Report for Canada’s 150th. For more information, please visit us at Interbrand.ca and follow us on Twitter (@InterbrandCDN) and Instagram (@InterbrandCDN).

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