加拿大最有价值和最强大品牌100强的2024年度报告（英）

Canada 10 0 2024 The annual report on the most valuable and strongest Canadian brands April 2024 Brand Finance Canada 100 2024brandirectory.com/canada 2© 2024 All rights reserved. Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4Laurence Newell, Managing Director, Brand Finance North AmericaRanking Analysis 7Brand Value Ranking (CADm) 14Brand Spotlight 16TD Bank Group 17Interview with Tyrrell Schmidt, Chief Marketing Officer, TD Bank GroupTELUS 23Interview with Jill Schnarr, Chief Communications and Brand Officer, TELUS Methodology 26Our Services 32 Our teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting. Unique combination of expertiseBrand Finance, a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales, is the first brand valuation consultancy to join the International Valuation Standards Council. Our experts crafted standards (ISO 10668 and ISO 20671) and our methodology, certified by Austrian Standards, is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the world’s biggest brands to the test every year. Ranking brands across all sectors and countries, we publish over 100 reports annually. Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. For more than 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line. Bridging the gap between Marketing and FinanceAbout Brand FinanceThe world's leading brand valuation consultancy.For all other enquiries:enquiries@brandfinance.com+44 207 389 9400www.brandfinance.comFor business enquiries, please contact:Laurence NewellManaging Director, Brand Finance North Americal.newell@brandfinance.comFor media enquiries, please contact:Florina Cormack-LoydCommunications Directorf.cormackloyd@brandfinance.com ForewordBrand Finance Canada 100 2024brandirectory.com/canada 4Brand valuation is a crucial tool for businesses to navigate today's complex markets. Understanding the true value of a brand and its impact on overall company worth is essential. It guides decisions in marketing and branding, setting a benchmark for future growth and performance.Additionally, brand valuation plays a key role in attracting investors and securing financing, as a strong brand is a prized asset. In mergers and acquisitions, brand valuation shapes negotiations and determines the value of the acquisition. A strong brand is vital for differentiation, helping companies stand out in competitive markets. This fosters customer loyalty and drives sales and revenue growth. Premium brands can command higher prices, as consumers gravitate towards quality and trustworthiness, boosting profitability. A strong brand attracts top talent and provides a competitive edge, aiding companies in navigating economic challenges and industry disruptions. Despite the ongoing challenges posed by high interest rates and slow growth, Canadian brands have persevered. Remarkably, the total value of Canada's top 100 most valuable brands has seen a 4% increase, indicating resilience and adaptability in the face of adversity. The total brand value now stands at CAD355 billion. This year, Brand Finance's dedication to understanding customer perceptions of brands has led to extensive original research worldwide. The insights shared here serve as a starting point for meaningful discussions and strategic planning. This report also encompasses the top CEOs from Canada as extracted from our Brand Guardianship Index. This offers invaluable insights into the pivotal role of CEOs in shaping and safeguarding brand reputation. Leaders such as Paul Mahon of Great-West Lifeco, Bruce Flatt of Brookfield, and Roy Gori of Manulife, who occupy the top three positions nationwide, epitomise the principles of effective brand guardianship. If you want to help build a stronger brand, or if you want to better understand the value of your brand, please contact the Brand Finance team and I anytime. I look forward to the conversation and helping to build a more profitable future for your brand.Laurence NewellManaging Director, Brand Finance North America enquiries@brandfinance.comGain InsightLeverage strategic insights to enhance your brand's financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand against industry standards for a competitive edge in the corporate landscape.Benchmark Your PerformanceEmpower your marketing team with comprehensive knowledge about your brand's financial value.Empower Your Marketing TeamOptimise communication channels by u