A brand is much more than a logo or a slogan; it’s a total approach to doing business. The successes and struggles of companies such as Lululemon, BlackBerry and Yellow Media over the past decade show how valuable a brand can be, and how quickly its value can shrink if you don’t nurture and renew it.
Working again with Brand Finance, the leading global brand consulting firm, Report on Business presents its second annual ranking of Canada’s most valuable brands.
Embedded in the list of 100 are some sure bets, as well as some surprising falls from grace (see the aforementioned Lululemon). This year, we’ve looked more closely at Canada’s leading corporations abroad—and how they translate their core brand promise into a formula with global appeal.