Canada’s brand steady as she goes


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We’re polite, friendly and — surprise, surprise — non-threatening. But don’t be insulted by this stereotypical view of Canada. It’s good for business.

In a survey expected to be released next week by London-based consulting firm Brand Finance, Canada gets high marks for the value and equity of its “brand.” And during tough economic times, stability has been a cornerstone of our success.

“When everyone else fell apart with the financial crisis, it didn’t happen at home,” said John Ashbourne, an analyst at the firm who hails from Toronto.

“It comes across as being a very dependable and very respectable sort of place where you’d want to do business, where you’d want to invest in.”

Canada came eighth out of 100 nations, analyzed in the report compiled from a variety of sources including World Bank data and qualitative analysis from the firm, on the international business reputation of major countries.

The United States was ranked first, Germany second, and China third.

While the U.S. had the highest brand value of 11.3 trillion dollars, compared to Canada’s 1.3 trillion.....


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This article first appeared in The Toronto Star.

About Brand Finance

Brand Finance plc, the world's leading brand valuation consultancy, advises strongly branded organisations on maximising their brand value through effective management of their brands and intangible assets. Founded in 1996, Brand Finance has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars.

Its clients include international brand owners, tax authorities, Intellectual Property lawyers and investment banks. Its work is frequently peer-reviewed by the big four audit practices and its reports have been accepted by various regulatory bodies, including the UK Takeover Panel.

Brand Finance is headquartered in London and has a network of international offices in Amsterdam, Bangalore, Barcelona, Cape Town, Colombo, Dubai, Geneva, Helsinki, Hong Kong, Istanbul, Lisbon, Madrid, Moscow, New York, Paris, Sao Paulo, Sydney, Singapore, Toronto and Zagreb.

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Robert Haigh +44 (0) 20 7389 9400.

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