加拿大最有价值和最强大品牌100强的2024年度报告（英）

2024 Canada100 TheannualreportonthemostvaluableandstrongestCanadianbrands April2024 Contents AboutBrandFinance3 Foreword4 LaurenceNewell,ManagingDirector,BrandFinanceNorthAmerica RankingAnalysis7 BrandValueRanking(CADm)14 BrandSpotlight16 TDBankGroup17 InterviewwithTyrrellSchmidt,ChiefMarketingOfficer,TDBankGroup TELUS23 InterviewwithJillSchnarr,ChiefCommunicationsandBrandOfficer,TELUS Methodology26 OurServices32 ©2024Allrightsreserved.BrandFinancePlc. BrandFinanceCanada1002024brandirectory.com/canada2 About BrandFinance Theworld'sleadingbrandvaluationconsultancy. Forbusinessenquiries,pleasecontact: LaurenceNewell ManagingDirector,BrandFinanceNorthAmerical.newell@brandfinance.com Formediaenquiries,pleasecontact:FlorinaCormack-LoydCommunicationsDirectorf.cormackloyd@brandfinance.com Forallotherenquiries: enquiries@brandfinance.com +442073899400 www.brandfinance.com BridgingthegapbetweenMarketingandFinance BrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline. Quantifyingthefinancial valueofbrands Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually. Uniquecombinationofexpertise Ourteamshaveexperienceacrossawiderangeofdisciplines frommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting. Pridingourselves ontechnicalcredibility BrandFinance,acharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard. Foreword Brandvaluationisacrucialtoolforbusinessestonavigatetoday'scomplexmarkets. Understandingthetruevalueofabrandanditsimpactonoverallcompanyworthisessential.Itguidesdecisionsinmarketingandbranding,settingabenchmarkforfuturegrowthandperformance. Additionally,brandvaluationplaysakeyroleinattractinginvestorsandsecuringfinancing,asastrongbrandisaprizedasset.Inmergersandacquisitions,brandvaluationshapesnegotiationsanddeterminesthevalueoftheacquisition. LaurenceNewellManagingDirector,BrandFinanceNorthAmerica Astrongbrandisvitalfordifferentiation,helpingcompaniesstandoutincompetitivemarkets.Thisfosterscustomerloyaltyanddrivessalesandrevenuegrowth.Premiumbrandscancommandhigherprices,asconsumersgravitatetowardsqualityandtrustworthiness,boostingprofitability.Astrongbrandattractstoptalentandprovidesacompetitiveedge,aidingcompaniesinnavigatingeconomicchallengesandindustrydisruptions. Despitetheongoingchallengesposedbyhighinterestratesandslowgrowth,Canadianbrandshavepersevered.Remarkably,thetotalvalueofCanada'stop100mostvaluablebrandshasseena4%increase,indicatingresilienceandadaptabilityinthefaceofadversity.ThetotalbrandvaluenowstandsatCAD355billion. Thisyear,BrandFinance'sdedicationtounderstandingcustomerperceptionsofbrandshasledtoextensiveoriginalresearchworldwide.Theinsightssharedhereserveasastartingpointformeaningfuldiscussionsandstrategicplanning. ThisreportalsoencompassesthetopCEOsfromCanadaasextractedfromourBrandGuardianshipIndex.ThisoffersinvaluableinsightsintothepivotalroleofCEOsinshapingandsafeguardingbrandreputation.LeaderssuchasPaulMahonofGreat-WestLifeco,BruceFlattofBrookfield,andRoyGoriofManulife,whooccupythetopthreepositionsnationwide,epitomisetheprinciplesofeffectivebrandguardianship. Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand. BrandFinanceCanada1002024brandirectory.com/canada4 RequestyourownBrandValueReport BrandFinance'sBrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtodetermineyourbrand’svalue,aswellasbrandequityresearch. Eachreportincludesexpertrecommendationsforgrowingbrandvalue,drivingperformance,andgaininginsightsintoyourpositionagainstpeers. GainInsight Leveragestrategicinsightstoenhanceyourbrand'sfinancialstanding. StrategicGuidance Strategiseeffectivelytopositionyourbrandasamarketleader. BenchmarkYourPerformance Benchmarkyourbrandagainstindustrystandardsforacompetitiveedgeinthecorporatelandscape. EmpowerYourMarketingTeam Empoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrand'sfinancialvalue. EnhanceCommunication Optimisecommunicationchannelsbyunderstandingandarticulatingyourbrand'sfinancialsignificance. DeepenUnderstanding Deepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess. enquiries@brandfinance.com GetFullAccesstoourGlobalData BrandFinance'sGlobalBrandEquityMonitorResearchutilisesacomprehensiveframeworkto trackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,maintainingandbui